SocialMedia.org
Video Case Studies
Jamie Simoni
Project Live Your Life: How to Make
Your Customers Your Marketing
This vid...
HOW TO MAKE YOUR CUSTOMERS
YOUR MARKETING
PROJECT LIVE YOUR LIFE
THE PROBLEM: SEA OF SAMENESS
2
BRAND DNA
• American denim brand inspired by the
adventurous spirit of our 20-year old
customer.
• Denim is at our core.
•...
THE IDEA: REAL PEOPLE
• Project Live Your Life 1.0
• Great first step but didn’t give us the opportunity to see the depth ...
PROJECT LIVE YOUR LIFE 2.0
• The Team
• Social Media, Brand Marketing, Legal, Creative, CRM, IT
• Goals
• Create a platfor...
TIMELINE
• October 2012: Business Requirements, Wireframe Reviews, Initial Marketing
Plan
• November 2012: Wireframe Appro...
7
CONTEST OVERVIEW
• How to Enter
8
9
CONTEST OVERVIEW
• Weekly Contests
• Goal was to get yourself in to the Top 200 in your category by getting votes
• 4 winn...
MARKETING
• In-store Signage
• Widget on AE.com
11
12
• Facebook Frictionless Sharing
• Facebook Posts and Advertising
• Twitter posts and advertising
• Email
• SMS and Push Notifications
13
Each week we featured one standout male on Monday and female entrant on Friday on the AE Blog as inspiration to
enter Proj...
15
• Sharing
THE RESULTS
• Contestant profiles were full of photos and media
• Diverse Cast
• Successful in driving traffic and sales t...
PROJECT LIVE YOUR LIFE WINNERS - WOMEN
Lauren Day
Beach
Abbey Ford
Spring Break
Diana Lu
Festival
Do Young Lee
Sharp & Chi...
PROJECT LIVE YOUR LIFE WINNERS - MEN
Kyle Neff
Sharp & Chic
Sam Law
Spring Break
Luke Warrington
Festival
Christopher Abbs...
LESSONS LEARNED
• Stay within scope
• Cheating accusations and vote buying
19
THANK YOU!
Jamie Simoni
@JamieSimoni
@AEO
20
Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2...
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BlogWell Chicago Social Media Case Study: American Eagle Outfitters, presented by Jamie Simoni

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In her BlogWell Chicago presentation, American Eagle Outfitters' Marketing Manager – Social Media, Jamie Simoni, shares how they used social media to find the newest faces of their brand.

She talks specifically about their Project Live Your Life 2.0 campaign and how they used social media contests to boost engagement rates and revenue.

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BlogWell Chicago Social Media Case Study: American Eagle Outfitters, presented by Jamie Simoni

  1. 1. SocialMedia.org Video Case Studies Jamie Simoni Project Live Your Life: How to Make Your Customers Your Marketing This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell
  2. 2. HOW TO MAKE YOUR CUSTOMERS YOUR MARKETING PROJECT LIVE YOUR LIFE
  3. 3. THE PROBLEM: SEA OF SAMENESS 2
  4. 4. BRAND DNA • American denim brand inspired by the adventurous spirit of our 20-year old customer. • Denim is at our core. • We make clothes that comfortably fit our customer’s life. • We’re real. We fit everyone. We welcome all. 3
  5. 5. THE IDEA: REAL PEOPLE • Project Live Your Life 1.0 • Great first step but didn’t give us the opportunity to see the depth in people • Re-create contest to showcase personal style, talents and individuality 4
  6. 6. PROJECT LIVE YOUR LIFE 2.0 • The Team • Social Media, Brand Marketing, Legal, Creative, CRM, IT • Goals • Create a platform to showcase personal style and talents • Drive sales and traffic • Find a cast for our Back to School 2013 campaign 5
  7. 7. TIMELINE • October 2012: Business Requirements, Wireframe Reviews, Initial Marketing Plan • November 2012: Wireframe Approval, Creative Reviews • December 2012: Admin Wireframe Review and Approval, Contest Site Feature Approvals, Final Marketing Plan Approval, Terms and Conditions Development, Approval of Entrant and Voter Offers • January 2013: Approval of Final Terms and Conditions, Development of Email APIs, Creative Review of Emails • February 2013: Launch of Contest and Marketing Go Live • May 2013: BTS Photo Shoot 6
  8. 8. 7
  9. 9. CONTEST OVERVIEW • How to Enter 8
  10. 10. 9
  11. 11. CONTEST OVERVIEW • Weekly Contests • Goal was to get yourself in to the Top 200 in your category by getting votes • 4 winners per category (2 guys and 2 girls) chosen weekly by the judging panel • 30% off your purchase for entrants and 20% off your purchase for voters • Final Round • ‘American Idol’ style voting • 1 guy and 1 girl per category by highest vote count • 8 Wildcards • Prizing • Weekly finalists - $100 AEO Gift Card • Top 10 Vote Getters in each category - $50 AEO Gift Card • Grand Prize - $2,500 and the chance to be in our marketing 10
  12. 12. MARKETING • In-store Signage • Widget on AE.com 11
  13. 13. 12 • Facebook Frictionless Sharing • Facebook Posts and Advertising
  14. 14. • Twitter posts and advertising • Email • SMS and Push Notifications 13
  15. 15. Each week we featured one standout male on Monday and female entrant on Friday on the AE Blog as inspiration to enter Project Live Your Life. 14 • Blog Posts
  16. 16. 15 • Sharing
  17. 17. THE RESULTS • Contestant profiles were full of photos and media • Diverse Cast • Successful in driving traffic and sales through couponing (Revenue was +1,074% to Project Live Your Life 1.0) • Social Media drove ~75% of traffic to the contest site 16
  18. 18. PROJECT LIVE YOUR LIFE WINNERS - WOMEN Lauren Day Beach Abbey Ford Spring Break Diana Lu Festival Do Young Lee Sharp & Chic Emily Rudd AEO Heritage Kelsey Knickerbocker Bright & Bold Nikki Phillipi Bright & Bold (wildcard) Elora Blanco AEO Heritage (wildcard) Quinci Smith Spring Break (wildcard) Hanna Russel Festival (wildcard) 17
  19. 19. PROJECT LIVE YOUR LIFE WINNERS - MEN Kyle Neff Sharp & Chic Sam Law Spring Break Luke Warrington Festival Christopher Abbs Beach Frankie Cena AEO Heritage Trevor Carstens Bright & Bold Cameron Sarradet AEO Heritage (wildcard) Nathan Felsberg AEO Heritage (wildcard) Jacob Salas Spring Break (wildcard) Damon Dominique Festival (wildcard) 18
  20. 20. LESSONS LEARNED • Stay within scope • Cheating accusations and vote buying 19
  21. 21. THANK YOU! Jamie Simoni @JamieSimoni @AEO 20
  22. 22. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell

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