The document outlines Michelle Badia's digital marketing strategy for Michael Kors to increase sales by 40% annually by targeting a younger audience aged 25-54 through social media, mobile games and apps, and Snapchat filters. The strategy includes contests on social media to engage followers, mobile games and exclusive deals, and Snapchat geo-filters every 3 months globally to expand brand awareness among fashion-conscious youth. The total annual budget for advertising is $103.6 million, with 25% allocated to this digital inbound marketing campaign across social platforms, mobile, and Snapchat over one year.