digital strategy for roxy
Post on 08-May-2015
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Digital Strategy for Roxy
Lu Zhang
New Digital Strategy for Roxy
by Lu Zhang
Target market:surfing, snowboarding, swimwear, other extreme sports
Main demographic:young people
Brand image goals:“fun and alive, naturally beautiful, daring and confident”
Challenges: face a tough competition with other brands that sell similar products.
Media outlets:Facebook(1.9m)Twitter(20k)Youtube(10k)Official blog
New Strategies:Social Media StrategyOnline AdvertisingMobile Marketing
PinterestYoutube: Upload teaching videos of surfing, snowboarding, swimming, etc. Hold a contest asking consumers to upload their own videos related with Roxy.
Google AdWords campaign
Keywords:surfing, snowboard, swimwear and X-sportsAd copy :“Find your Roxy-style suit for surfing, snowboarding, swimwear and X-sports!” "Wear like a Roxy girl: surfing, snowboarding, swimwear and X-sports."
Create an app:Provide information about product, advertisement, promotion, events, blogs, etc.
Metics of success:Pinterest followers,Youtube subscribers,Google Analytics,App downloads.
Budget: $50,000Google AdWord campaign (24,000) reward of Youbute competition winner (1000) the app development (25000)
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