anthropologie digital marketing holiday campaign

Kenny AstriantiAnyarat Priyawat

Nan WangPutri Arinda

HOLIDAY CAMPAIGN2014

AGENDA

• What’s Anthropologie• Meet The Customer• Competitive Analysis• Consumer Behavior Analysis• Anthropologie’s Digital Assets and Current Strategy• Proposed Campaign• Timeline• KPIs• SEO Strategy• SEM Strategy• Expected Improvement Results• Conclusion

An inspiring place to shop for women's clothing,

accessories and home décor

3 characteristics: romance, craftsmanship and creativity

WHAT’S ANTHROPOLOGIE?

ANGELICA

● 30 years old

● Single

● Living in Boston, MA

● Currently studying for her master degree at Boston University while working full time at a law firm

● Love going to museums and galleries

● Enjoy cooking at home and hosting parties

LET’S MEET THE CUSTOMERS

COMPETITIVE ANALYSIS

Attributes Anthropologie Pottery Barn C.Wonder One Kings Lane

Products

Service

Website

Mobile App

Social Media

Search Marketing

In-store Experience

CONSUMER BEHAVIOR ANALYSIS• Almost 26% of women first saw their most recent online purchase

while they were surfing online

• Path to purchase will have many touch points:

• 44% research online and buy products online

• 51% research online and visit store to purchase

• 32% research online visit store to view product, then return online to purchase

• 17% visit a store first, and then purchase online

• Top 2 online destinations consumers intend to use for holiday shopping this year: store sites and search engine

• 37% of shoppers say search is their go-to source for gift ideasSource: Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey

ANTHROPOLOGIE’S DIGITAL ASSETS

800k likes-Q&A section in notes-Offer appointment for personal consultation

400k followers-Tweeting about related

content

400k followers-Inspiring photos of outfits

worn by Anthropologie employees

350k followers-Inspiring photos of

clothing and apartment stuffs

1k views 39 videos Direct story telling from the brand

Offer playlist

CURRENT STRATEGY

Teamed up with bloggers for

giveaway

Contest - Giveaway

Partnership with Olivia Wilde

Catalogue announcement

Spotify playlist

Banner ad Google Shopping Ad

SEM

SOCIAL

Google Ad Google Side Ad

“HOME SWEET HOLIDAY”

2014

INTEGRATED CAMPAIGN

SEOSearch Engine Optimization

SEMSearch Engine Marketing

SMOSocial Media Optimization

• Optimizing Anthropologie website

• Accelerating the number of traffic to the campaign landing page

• Rapidly announce the campaign digitally

• Increase linkability and inbound links

• Helps content travel

• 302 redirect• Page URL• Site Hierarchy• Keywords• Image

• Google Paid Ad• Google Local• Google Display Network

• Using bloggers to amplify the message (bloggers will use their own blogs and soc med platforms)

Objectives

Strategies

DisplayClick

Social Paid Search

Organic Search

Phase 1 Phase 2 Phase 3 Phase 4

November December January

Awareness Interest Consideration Conversion Loyalty

Bloggers announce their holiday décor using Anthropologie’s stuffs

Announce “Anthropologie home décor contest”

Encourage people to submit their creation and vote

Announce the winner of the contest

TIMELINE

CAMPAIGN LANDING PAGE

MEET THE INFLUENCERS

Song of Style Cashmere & Cupcakes The Blonde SaladEva Chen

Pageviews

Visitors

30,810

13,890

27,870

12,660

48,037

21,835

39,825

17,844

KPIs

How are you going to measure it?• Increase website traffic & engagement (visit, pageviews, time spent)• Increase online purchase and average purchase basket• Increase store traffic

SEO STRATEGY

302 redirects Page URL Site Hierarchy

Keywords Images

Implement a direct link or a 301 redirect to recapture link

value

Revise its current page

URLs to semantic URL

structures

Amend its site hierarchy so

that it is reflected in the

URLs

Target 5 keywords: “vintage clothing”,

“petite dresses”, women’s clothing”,

“anthropologie”, “anthropology”

Modify each image with a

keyword-enriched name and clean URL

to have all images followed

by the search engine

Objective: Better page rank on search engine result page

Top 5 Most Pressing Changes:

SEM KEYWORD STRATEGY

Detail info in appendix

Search terms Avg. monthly searches

Competition Suggested bid

Home decorating ideas 22,200 High $1.64

Decorating ideas 27,100 High $0.41

Christmas ornaments 49,500 High $1.37

Christmas decorations 90,500 High $1.11

Home sweet holiday 10 Low -

RECOMMENDATIONS: PPC TEXT AD WITH SITELINKS

Strategy:• Add star reviews • Relevant Copy & CTA• Relevant Site links • Continuous testing

Keyword: Christmas Ornament

RECOMMENDATIONS: SIDE & TOP AD

Strategy:• Relevant Ad copy • CTA • Continuous testing

Keyword: • Home decorating ideas• Holiday home décor• Decorating ideas

RECOMMENDATIONS: SIDE & TOP AD

Strategy:• Introducing the Contest• CTA

Keyword: • Home sweet holiday

RECOMMENDATIONS: DISPLAY AD

RECOMMENDATION: GOOGLE LOCAL

Objective : Drive customers to the nearest store & promote the campaign Keywords : SEM recommendations & location-basedDistance Set: 2miles Strategy:

• Showcase influencers’ holiday home decoration in different stores• CTA

RECOMMENDATION: RICH MEDIA AD

RECOMMENDATION: RETARGETING ADS

Bid higher for the same keywordBid for broad keywords

Drive traffic to siteIncrease ROI

Target specific website category

Search Network

Display Network

RECOMMENDATION: RETARGETING ADS

Website Category• Demographics

• By gender: female• By age: 25-34 years old

• Interest• Home decorations• Home and garden• Food and Wine, Cooking• DIY• Gifts ideas• Moms • Professional women

Keyword: • Christmas Decorations

Now After

Strategy:• Dominate the top 6 spots

RECOMMENDATIONS: GOOGLE SHOPPING AD

Strategy:• CTA• Incentive

Keyword: • Christmas Decorations

RECOMMENDATIONS: GOOGLE SHOPPING AD

RECOMMENDATION: CONTENT SPONSORSHIP

Target website: • Home decorations• Home and garden• Food and Wine, Cooking• DIY• Gifts ideas• Moms • Professional women

EXPECTED IMPROVEMENT RESULTS

Site Traffic Conversion on Purchase

Average Monthly Visitors

Increase rate Average Monthly

Traffic Increase

Conversion rate

Average Monthly Purchase Increase

SEM 125,000 10% 12,500

SEO 2,489,670 5% 124,483 10% 12,448

SMO 66,229 20% 13,245 10% 1,324

CONCLUSION

Values Target Audience

SEO SEM

SocialConversion

THANK YOU