2. The Brand & Target Audience
● Urban Outfitters is a lifestyle retail company that offers inspiration to their
customers through an array of unique products and creativity.
● Their target audience mainly includes college-aged students (18-25) who are
seeking out a creative brand that offers a sense of lifestyle.
3. Social Media
● Facebook- The Facebook homepage for Urban Outfitters has over 2 million likes, meaning they
have a decent sized audience. In order to gain even more traffic to their home page, UO should
consider using Facebook Offers and Boosted Posts.
● Twitter- This platform is extremely beneficial to business owners, especially when it comes to
promoting the brand to a specific audience. UO currently has a successful follower count at 1.08
million, but compared to top competitors they fall short. UO needs to utilize this popular platform and
start specifically targeting their audience to gain more followers.
● Instagram- Instagram can help businesses target audiences based on certain accounts they follow
and what they engage with. The UO community is connected to UOs Instagram and allows
interaction with their followers, a very unique feature of this company.
5. Content Marketing
● UO's largest target audience includes college-aged
students, which means they do not always have
money to spend on luxuries. Compared to top
competitors, UO sets their product prices fairly high.
One of the most important techniques for UO would be
to send out offers and coupons to their audiences on
social media.
Urban Outfitters Email:
● UO is very active with their email account and notifying
customers of the newest trends and deals. After
signing up for their email, I received many emails
notifying me on current sales and products that are
selling out quickly. Here is an example email that I
received:
6. The Big Idea
● UO does all around very well with digital marketing on
many platforms. Because of this, the next move is to
allocate a digital marketing campaign that focuses
specifically on the main channels that support UO's
unique marketing strategies. The big idea of this digital
marketing campaign is:
○ To gain brand engagement and follow through
contests held on the top three social media
platforms- Facebook, Twitter, and Instagram
○ Make this brand more affordable for
college-aged students by offering better rewards
7. Recommendations
● To engage more with customers on top three social media outlets: Facebook, Twitter, and
Instagram, in order to gain more followers.
● Offer incentives to create more interactions with followers and to offer them rewards.
● Increased interactions will result in new customers and customer loyalty.
8. Putting it into Action
Facebook
- Users share a UO
post and tag two of
their friends.
- Top 3 winners will
receive a $100
credit to UO.
Twitter
- Users retweet a
promoted UO
tweet and tag two
friends.
- Top five winners
will each receive a
$50 UO gift card.
Instagram
-Users post a picture
tagging UO products
and explaining what
UO means to them.
- Three winners will
be selected and sent
a $200 UO gift card.
9. Success Measurements
- To ensure that this campaign is helping UO, it is important to track clicks, follows, and
engagement
● On Google Analytics it is important to determine the percent of new. vs returning
visitors
○ This will show if the campaign is successful in building brand loyalty with
customers
○ Track the percent of males vs. females that visit the website- this will help
determine where UO should focus their attention depending on who interacts with
their website and who needs to more
10. Budget
● This UO digital marketing campaign will last one month and cost around
$4,000.
○ The contest incentives over the three platforms is a total of $1150
○ The rest of the money in the budget will account for tracking certain
analytics on these platforms like CPC and CPM
