adv 420 final- american eagle
Post on 19-Oct-2014
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American Eagle’s #SummerGirlCampaignMolly MoorfootADV 420
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The Big Idea Increase brand awareness for
American Eagle Gain a greater position in
consumer’s minds With the use of social media sites
and internet marketing tools, spread enthusiasm to our consumers
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Target Audience
Satisfy the current and future needs of college-aged women
American Eagle’s Spring and Summer Collection
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Tracking The Campaign Google Adwords Search Engine Optimization Tracking Facebook, Twitter ads
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Social Media
Gain a greater presence on Facebook, Twitter, Instagram
Create a summer-related blog which touches on girls’ adventures in their American Eagle gear
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Tips For Social Media Facebook Marketing Bible
Review previous Case Studies Keep up with current market trends Tools for tracking your campaign
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Social Media Contests #AEGiveAway – American Eagle
giving gift cards to randomly-selected girls who tweet this hash tag and follow American Eagle
#AEdventure – girls post pictures of themselves on summer adventures to be featured on AE’s Facebook page or blog
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#SummerGirl
Encourage girls to tweet/Instagram using the hashtag #SummerGirl to document their American Eagle summer outfits
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Budget Twitter: ($31.85/day)= $2,898.35 Facebook: ($100.00/day)= $9,100.00 Google Adwords: ($1,000.00/day)=
$91,000.00 Sweepstakes: (10 gift cards)=$1,000.00 Total= $103,998.35
(Campaign Runs April 1- July 1)
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Public Relations Keeping a positive presence on
social media sites Respond to both positive and
negative comments from fans/followers