American Eagle’s #SummerGirlCampaignMolly MoorfootADV 420

The Big Idea Increase brand awareness for

American Eagle Gain a greater position in

consumer’s minds With the use of social media sites

and internet marketing tools, spread enthusiasm to our consumers

Target Audience

Satisfy the current and future needs of college-aged women

American Eagle’s Spring and Summer Collection

Tracking The Campaign Google Adwords Search Engine Optimization Tracking Facebook, Twitter ads

Social Media

Gain a greater presence on Facebook, Twitter, Instagram

Create a summer-related blog which touches on girls’ adventures in their American Eagle gear

Tips For Social Media Facebook Marketing Bible

Review previous Case Studies Keep up with current market trends Tools for tracking your campaign

Social Media Contests #AEGiveAway – American Eagle

giving gift cards to randomly-selected girls who tweet this hash tag and follow American Eagle

#AEdventure – girls post pictures of themselves on summer adventures to be featured on AE’s Facebook page or blog

#SummerGirl

Encourage girls to tweet/Instagram using the hashtag #SummerGirl to document their American Eagle summer outfits

Budget Twitter: ($31.85/day)= $2,898.35 Facebook: ($100.00/day)= $9,100.00 Google Adwords: ($1,000.00/day)=

$91,000.00 Sweepstakes: (10 gift cards)=$1,000.00 Total= $103,998.35

(Campaign Runs April 1- July 1)

Public Relations Keeping a positive presence on

social media sites Respond to both positive and

negative comments from fans/followers