A revolutioniz

ed digital marketing campaign.

JUICY COUTURE

Who: Juicy Couture

What: Contemporary casual wear & dress clothing

When: Founded in 1997 by Pamela Skaist-Levy and Gela Nash-Taylor

Where: Based in Arleta, Los Angeles, California

THE BRAND

Juicy couture’s stereotype of bright-colored, velour sweat suites, has stemmed from it’s presence in pop-culture references.

A “JUICY” STEREOTYPE

The BIG Idea: Juicy Couture has increasingly lost touch with a younger generation of consumers. The goal for the campaign would be to increase brand awareness and total sales among women between the ages of 13-18.

HOW CAN WE BRING ABOUT BRAND AWARENESS TO HIGH SCHOOL

STUDENTS?

High school students between the ages of 13-18. These women are usually still in high school and have a lot of infl uence over their peers. I would want to incorporate Juicy Couture’s clothing into the average high school woman’s wardrobe.

TARGET AUDIENCE

Increase conversion rate by 10% over the course of a year.

Increase sales by 12% within the next quarter by marketing clothing on social media frequently used by high school students.

Grow online traff ic by 30% by using a number of social media tactics that direct them to Juicy Couture’s off icial website.

KPI CHECK LIST

HOW WILL WE REACH OUR TARGET AUDIENCE?

FACEBOOK: Data shows that 75% of high school seniors frequent

Facebook on a daily basis. Juicy Couture should build upon their Facebook page by

posting daily updates and integrating their page with their Twitter and Facebook account. The daily posts should highlight when new clothing and accessories are released. I would also want to create a campaign on Facebook in which high school students are encourages posting pictures of them wearing Juicy Couture.

FACEBOOK

Twitter: Retweet various tweets from high school students who

tweet pictures of them wearing our clothingYoutube:

Create a campaign on this social media vehicle by creating videos with a stylist that illustrate how to wear our clothing. We will post these videos weekly

TWITTER & YOUTUBE

Generate an application for smart phone users

The Juicy Couture application would provide easy access to shop from one’s mobile device.

Create advertisements that appear on social media applications

Make the application user friendly and interactive

MOBILE MARKETING

Total Budget: Social Media: ~$8 million Mobile Marketing: ~$3 million Rounded Total: $11 million

Line items: $500,000 total divided by the total number of people working on the campaign Strategy: (2 people, 1 month) Planning the campaign: (2 people, 1 month) Build the campaign: (5 people, 3 months) Implementation of the campaign: (5 people, 4 months Management for the campaign: (3 people, 12 months)

THE BUDGET

Bring about brand awareness to high school women.

Diminish image that Juicy Couture has been viewed from in

the past

Create positive brand image for high school women

Decrease complaints from consumers

Generate a more well-known brand image on social media platforms

GOALS OF THE CAMPAIGN