adv 420 final- american eagle
Post on 19-Oct-2014
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American Eagle’s #SummerGirlCampaignMolly MoorfootADV 420
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
Target Audience
Satisfy the current and future needs of college-aged women
American Eagle’s Spring and Summer Collection
Tracking The Campaign Google Adwords Search Engine Optimization Tracking Facebook, Twitter ads
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
Tips For Social Media Facebook Marketing Bible
Review previous Case Studies Keep up with current market trends Tools for tracking your campaign
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
#SummerGirl
Encourage girls to tweet/Instagram using the hashtag #SummerGirl to document their American Eagle summer outfits
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)
Public Relations Keeping a positive presence on
social media sites Respond to both positive and
negative comments from fans/followers