Urban Outfitters

Urban Outfitters

Digital marketing strategy By: Lisa Eiche

Digital marketing strategy By: Lisa Eiche

Target AudienceTarget Audience

• Focus on US market • Men and Women between 18 & 30 • Attributes:

– English-speaking– Live in a city – Independent– Creative– Affluent– Internet access & smartphone– Funky & unique sense of style

“Hipsters”

• Additionally: Trying to attract people who shop at competitor shops

Big Idea Big Idea

Creation of different contests for various social media platforms Creation of different contests

for various social media platforms

Tools & TacticsTools & Tactics

• 3 contests on 3 different platforms:

•Plus: blog

acebookacebook

• Most important and prominent social media platform

• Contest:

– Taking pictures of styles from other people

– Post an album on Facebook with original theme & at least 15 pictures

– Time: 1 month

– Winner: who gets the most likes, reposts, comments

– Prize: package with Urban Outfitters stuff worth $200

witterwitter

•Contest:

– “creative answer format”

Answering questions by UO creatively; within a limited amount of words

– Time: 2 months

– Winner: 3 winners with the best answers

– Prize: Urban Outfitters gift card worth $50

interestinterest

• Contest:

– 2 different contests:

Creation of Pinterest board with at least 7 images from urbanoutfitters.com

All posts have to be tagged to their board with #UrbanOutfittersLove

– Time: 2 months

– Winner: 3 pinners with the best board

– Prize: $100 gift certificate to Urban Outfitters

Blog Blog

• Supplement of the actual UO blog

• Informs & gives (entertaining) facts &tips & shares pictures

• Gives updates about the different contests

should make the customers feel important and cared

Strong keywords

Budget Budget

Source Expenses

Agency $20.000

Content Managers $28.000

Incentives $350

Blog domain $300

Total $48.650

GoalsGoals• 10% more likes on Facebook

• 10% more followers on Twitter

• Increase brand awareness

• Increase general website traffic

• Attract new customers

• Generate more sales and higher profit