urban outfitters-digital marketing strategy
DESCRIPTION
My Digital Marketing Strategy for Urban Outfitters - along with the NMDL course at Michigan State University.TRANSCRIPT
Urban Outfitters
Urban Outfitters
Digital marketing strategy By: Lisa Eiche
Digital marketing strategy By: Lisa Eiche
Target AudienceTarget Audience
• Focus on US market • Men and Women between 18 & 30 • Attributes:
– English-speaking– Live in a city – Independent– Creative– Affluent– Internet access & smartphone– Funky & unique sense of style
“Hipsters”
• Additionally: Trying to attract people who shop at competitor shops
Big Idea Big Idea
Creation of different contests for various social media platforms Creation of different contests
for various social media platforms
Tools & TacticsTools & Tactics
• 3 contests on 3 different platforms:
•Plus: blog
acebookacebook
• Most important and prominent social media platform
• Contest:
– Taking pictures of styles from other people
– Post an album on Facebook with original theme & at least 15 pictures
– Time: 1 month
– Winner: who gets the most likes, reposts, comments
– Prize: package with Urban Outfitters stuff worth $200
witterwitter
•Contest:
– “creative answer format”
Answering questions by UO creatively; within a limited amount of words
– Time: 2 months
– Winner: 3 winners with the best answers
– Prize: Urban Outfitters gift card worth $50
interestinterest
• Contest:
– 2 different contests:
Creation of Pinterest board with at least 7 images from urbanoutfitters.com
All posts have to be tagged to their board with #UrbanOutfittersLove
– Time: 2 months
– Winner: 3 pinners with the best board
– Prize: $100 gift certificate to Urban Outfitters
Blog Blog
• Supplement of the actual UO blog
• Informs & gives (entertaining) facts &tips & shares pictures
• Gives updates about the different contests
should make the customers feel important and cared
Strong keywords
Budget Budget
Source Expenses
Agency $20.000
Content Managers $28.000
Incentives $350
Blog domain $300
Total $48.650
GoalsGoals• 10% more likes on Facebook
• 10% more followers on Twitter
• Increase brand awareness
• Increase general website traffic
• Attract new customers
• Generate more sales and higher profit