SocialMedia.orgVideo Case Studies

Jamie Simoni

Project Live Your Life: How to Make Your Customers Your Marketing

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellChicago

June 19, 2013socialmedia.org/blogwell

HOW TO MAKE YOUR CUSTOMERS YOUR MARKETING

PROJECT LIVE YOUR LIFE

THE PROBLEM: SEA OF SAMENESS

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BRAND DNA

• American denim brand inspired by the adventurous spirit of our 20-year old customer.

• Denim is at our core. • We make clothes that comfortably fit

our customer’s life. • We’re real. We fit everyone. We

welcome all.

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THE IDEA: REAL PEOPLE

• Project Live Your Life 1.0 • Great first step but didn’t give us the opportunity to see the depth in

people • Re-create contest to showcase personal style, talents and individuality

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PROJECT LIVE YOUR LIFE 2.0

• The Team • Social Media, Brand Marketing, Legal, Creative, CRM, IT

• Goals • Create a platform to showcase personal style and talents • Drive sales and traffic • Find a cast for our Back to School 2013 campaign

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TIMELINE

• October 2012: Business Requirements, Wireframe Reviews, Initial Marketing Plan

• November 2012: Wireframe Approval, Creative Reviews • December 2012: Admin Wireframe Review and Approval, Contest Site

Feature Approvals, Final Marketing Plan Approval, Terms and Conditions Development, Approval of Entrant and Voter Offers

• January 2013: Approval of Final Terms and Conditions, Development of Email APIs, Creative Review of Emails

• February 2013: Launch of Contest and Marketing Go Live • May 2013: BTS Photo Shoot

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CONTEST OVERVIEW

• How to Enter

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CONTEST OVERVIEW

• Weekly Contests • Goal was to get yourself in to the Top 200 in your category by getting votes • 4 winners per category (2 guys and 2 girls) chosen weekly by the judging panel • 30% off your purchase for entrants and 20% off your purchase for voters

• Final Round • ‘American Idol’ style voting • 1 guy and 1 girl per category by highest vote count • 8 Wildcards

• Prizing

• Weekly finalists - $100 AEO Gift Card • Top 10 Vote Getters in each category - $50 AEO Gift Card • Grand Prize - $2,500 and the chance to be in our marketing

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MARKETING

• In-store Signage • Widget on AE.com

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• Facebook Frictionless Sharing

• Facebook Posts and Advertising

• Twitter posts and advertising

• Email

• SMS and Push Notifications

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Each week we featured one standout male on Monday and female entrant on Friday on the AE Blog as inspiration to enter Project Live Your Life.

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• Blog Posts

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• Sharing

THE RESULTS

• Contestant profiles were full of photos and media • Diverse Cast • Successful in driving traffic and sales through couponing (Revenue was

+1,074% to Project Live Your Life 1.0) • Social Media drove ~75% of traffic to the contest site

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PROJECT LIVE YOUR LIFE WINNERS - WOMEN

Lauren Day Beach

Abbey Ford Spring Break

Diana Lu Festival

Do Young Lee Sharp & Chic

Emily Rudd AEO Heritage

Kelsey Knickerbocker Bright & Bold

Nikki Phillipi Bright & Bold (wildcard)

Elora Blanco AEO Heritage (wildcard)

Quinci Smith Spring Break (wildcard)

Hanna Russel Festival (wildcard)

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PROJECT LIVE YOUR LIFE WINNERS - MEN

Kyle Neff Sharp & Chic

Sam Law Spring Break

Luke Warrington Festival

Christopher Abbs Beach

Frankie Cena AEO Heritage

Trevor Carstens Bright & Bold

Cameron Sarradet AEO Heritage (wildcard)

Nathan Felsberg AEO Heritage (wildcard)

Jacob Salas Spring Break (wildcard)

Damon Dominique Festival (wildcard)

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LESSONS LEARNED

• Stay within scope • Cheating accusations and vote buying

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THANK YOU!

Jamie Simoni @JamieSimoni

@AEO

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Learn more about past and upcoming BlogWells

socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellChicago

June 19, 2013socialmedia.org/blogwell