LIVE LUXE

An American Eagle Outfitters Digital Marketing Strategy. By: Kelsey Siler

Photo credit: http://www.ae.com

TARGET MARKET

Female college students Ages 18-25 On a budget Trendy, but smart Want to be in style Like to go to

bars/parties

Have to have the latest technology

Photo Credit: http://www.eduguide.org/library/viewarticle/2049

Photo Credit: http://www.ae.com/web/guides/dressguide.jsp?catId=cat5900037

KEY PERFORMANCE INDICATORS

Increase in purchases of party outfits Measure as units sold Total number of units sold per year, with

returned items subtracted from that total Increase awareness of product

Measure by number of clicks on Google Adwords

Gain followers on Instagram Move up leaderboard on Socialcam

THE BIG IDEA: LIVE LUXE

Female college students want to look cute, but not spend a ton of money Using social media to

market to college students

Girls in cute party outfits, having fun with no worries on their minds

Photo Credits: http://www.ae.com

INSTAGRAM

User takes photos on Smartphone

Can upload to Instagram or other social networking sites

Ask target to upload pictures in our clothing Tag our company in

photo

Photo Credit: http://weheartit.com/entry/24673663

Photo Credit: http://articles.latimes.com/2012/apr/09/business/la-fi-tn-breaking-facebook-buying-instagram-for-1-billion-in-cash-and-stock-20120409

SOCIALCAM

User records short videos on Smartphone

Can be shared with social media sites

Used in conjunction with our Twitter and Facebook profiles

Upload and tag us on Facebook or Twitter

Photo Credit: http://www.mactrast.com/2011/03/socialcam-a-new-iphone-app-to-share-videos-with-friends/

Photo Credit ^ http://reviews.cnet.com/8301-19512_7-57427678-233/socialcam-vs-viddy-on-ios/

PUTTING IT TOGETHER

Competitions with different themes Examples: Christmas party outfits, best friends

photos/videos, wedding photos, summer night videos, etc…

User will upload pictures and videos in our clothing

Offer coupons and gift cards a as rewards

Both are applications on Smartphone's

Photo Credit: http://web.stagram.com/n/americaneagle/

GOOGLE ADWORDS

Keywords will include: Going out shirts Party outfits Party clothes Holiday party dresses Birthday dresses Party shirts Dark skinny jeans Dark jeggings Going out skirts Sequin shirts Party heels Colored Jeans

Use Google Adwords to draw customers to our website

Photo Credits: http://www.ae.com

BUDGET

Includes cost of planning, implementation, media involved and all other aspects

$250 per hour 150 hours per month $35,000 per month

Will decrease after initial planning & implementationPhoto Credits:

http://www.thesocialbureau.com/blog/frontpage/and-if-2012-was-the-year-of-start-ups-acquisitions-autodesk-buys-socialcam/ : http://7dias7noches.net/blog/twitter-tambien-queria-comprar-a-instagram.html/instagram-logo-2 : http://find.mapmuse.com/brand/american-eagle

SUMMARY

American Eagle has primarily been known for comfortable clothing

Plan to market party clothing and nicer outfits to college students

Target audience already trusts AEO’s expertise elsewhere

Using Social Media sites and Google Adwords to draw in