anthropologie: live simply campaign - adv 420
TRANSCRIPT
ANTHROPOLOGIE: LIVE SIMPLY CAMPAIGNOur target audience is a group of women who are
driven and focused; Their wardrobe should reflect that.Simplicity is key.
KPI – Campaign Metrics:• 5 Month Campaign
• Spring to early Summertime : from March to July
• GOAL: to increase repeat buyers by 15%
BudgetOur total budget will be $500,000
36.00%
15.30%
30.00%
2.00%
16.70%Digital Campaign Prepara-tion ($180,000)Google AdWords ($76,500)Google Analytics Premium ($150,000)DIY workshops, Fashion Shows, and Special Event Promotions ($10,000)Extra Spending Money ($83,500)
The Catalog : • Famous Catalog has been
produced since 1998.• The core of the Anthropologie
brand • Attributed to a large share of its
followers and repeat buyers. • We need to create a catalog-
style Blog.
Tactics and Tools : Paid
The Breakdown:$500 a day
6K Clicks per day, 712K impressions per dayTotaling in $76,500 for the entire campaign
Helpful Articles• Anthropologie: We sp
end money on experience, Not Marketing
Sophisticated Sell
Anthropologie’s Fabulous Approach to Content Marketing
Conclusion• Anthropologie is a splurge brand, meaning that many women
make purchases at random, but not on a regular basis. Our goal with this campaign is to increase Anthropologie’s repeat buyers by 15% among women aged 35-40.
• The Anthropologie: Live Simply campaign will be a great campaign to empower women to feel comfortable in their own skin and in their everyday life.