The document outlines a digital marketing campaign for Forever 21 targeting female college students. The campaign would have students redesign Forever 21 outfits around their college's sports team and share photos on social media for prizes. Winners would receive gift cards, season tickets, and discounts. The campaign aims to increase brand loyalty through an interactive event that connects Forever 21 to the college sports experience. It allocates $297,800 across social media platforms and prizes to promote the campaign and expectations.

1. DIGITAL STRATEGY
Eunhae Cho

2. Contents
Target audience
Campaign
Rules
Winner
How to promote
Budget
Expectation

3. Target Audience
• Who?
Female college students
• Why?
They are up to date
with technology
Enjoy fashion

4. Campaign
To Increase the Loyalty

5. Rules
1. Reform fashion products from Forever 21
to design your own outfit for a game
2. Take a picture either at a game or at a tailgate
3. Upload it with the hashtag Forever21 and your college name
4. Insert the picture to the Forever 21 Facebook page

6. Winner
The largest amount of photo retweets
A $50 gift card & season tickets to their
schools home games
The most "Liked" photo
30% off for 3 months & season tickets
to their schools home games.

7. How to promote

8. Budget
Youtube : $25, 000
Twitter : $2,000
Facebook page : $270,000
Prizes : $800
Total : $297,800

9. Expectation
It is an interactive event that can be held over and over.
Making Forever 21 part of the ceremony of college sports,
students will enjoy the event more and get familiar with the
brand.

10. Thank you