American Eagle Outfitters' digital strategy aims to engage more social media users, improve search rankings, and promote deals. The goals are achieved through social media campaigns showing affordable styles using the hashtag #AEtrend. A mobile app integrates contests and coupons. Key metrics include social interactions, mobile usage, and online sales. The 6-month, $100k multi-channel campaign targets ages 16-28 during peak shopping seasons.

1. Full Digital Strategy
By Hillary Gawlik

2. Review
About American Eagle Outfitters
Competition
Digital Strategy
• Goals
• Target Audience
• The Big Idea
• Tactics
• Key Performance Indicators
• Budget

3. About American Eagle
Outfitters
They are a clothing company that primarily
sells men and women’s clothing which
includes: jeans, shirts, pants, sweaters, coats,
shoes, underwear, jewelry and other
accessories.

4. Competition

5. Goals
• 1. Engage more with social media users
• 2. Raise search for American Eagle Outfitters through
Google
• 3. integrate more deals and coupons

6. Target Audience
• Men and Women
• Ages 16-28

7. Big Idea
Show people how affordable AE clothes are
and how easy they are to get.
• Make more people aware through social
media
• Cross consumers mind when online
shopping
• Make incentives to buy

8. Facebook
• Over 8 million likes
• 38 thousand people were talking about AE
• 177521 people have checked in
What does this say about AE?
That people already like them and their quality clothing
How to keep a good thing going:
• Post about Sales and Deals for the store
• Continue posting outfit trends

9. Outfit Trends
Social Media
#AEtrend

10. Social Media
Young adults are all about the sharing looks/ideas,
using social media, and online presences so by
relating to them online American Eagle Outfitters can
show them how easy it is to dress in AE, buy it, and
wear it.
Making contests and including promotions will
entice the customer to shop at AE.
#AEtrends

11. Mobile App
• Integrates mix and match design for
the contest
• Has special coupon and Aerewards
• Offer free music downloads of store
soundtrack

12. Key Performance Indicators
• Google Analytics
• Google Adwords
• Mobile App
• Social Media

13. Budget
• 6 month campaign
• March through August (summer
shopping and back to school
shopping)
• 5 executions
• $100,000 total

14. To Sum It Up
Mix and Match to create the better
you!
• Trendy
• Affordable
• Fun
• Easy to buy
• Quality Clothing