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DIGITAL CAMPAIGNUrban Outfitter
Kang Chan Amrak12-01-2012
10% increase in online shopping. 15% conversion rate of leads to wins customers.
OBJECTIVES
Top of mine online brand awarenessReinforce UO a part of their identities.
Single, affluent 18-30 years old men and women who live in the cities with funky, unique sense of style. Tech savvy, independent, creative. In search of self identities.
TARGET AUDIENCE
Urban Outfitter Cult serves as theme of this campaign, expressed through interactive short film that treats Urban Outfitter as a lifestyle cult and its consumers as the cult members.
BIG IDEA
Interactive online film features lifestyle of a UO “cult member” and her emotional engagement and relationship with the brand and other members
implementation
The film will create a buzz through social media platforms: Facebook, Twitter, Pinterest & Instagram which promote customers’ interaction.
IMPLEMENTATION
IMPLEMENTATION
Search engine marketing includes paid search advertising and SEO & Blogs
IMPLEMENTATIONMobile advertising with promotion coupon to encourage
engagement with the film and stimulate purchase.
PERFORMANCE INDICATORS
Return on Investment (ROI)
Engagement ScoreSocial InteractionsTraffic SourcesCost Per LeadConversion MetricsSEO Keyword Ranking
BUDGETING3 Month X 30 day X 5 hour X 250$ an hour = $112,500
SUMMARY
• The connection and brand resonance is once again reinforced In this campaign. It will be brought to the consumers' attention through a number of digital platforms. The film will be used for branding consolidation and relationship building purposes.
THANK YOU