American Eagle Outfitters aims to engage more social media users, raise search rankings on Google, and offer more deals through an integrated digital strategy. The strategy includes goals of making AE seem affordable and easy to access through social media awareness, online shopping cross-promotion, and purchase incentives. Tactics encompass social media contests targeting young adults, a mobile app with coupons and music, and a $100,000 budget across Google Adwords, the app, online coupons, and social media over 6 months. The overall message is creating trendy, affordable, fun and easy-to-obtain outfits of quality clothing.

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, under
wear, jewelry and other accessories. These are
some of their competition.

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

5. 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

6. Popularity Online
• 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

7. 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

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

9. Budget
• 6 month campaign
• March through August (summer shopping
and back to school shopping)
• 4 executions (key performance indicators are Google
Adwords, Mobile App, Online Coupons, and Social Media
Contests.)
• $100,000 total

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