Digital Strategy for Roxy

Lu Zhang

New Digital Strategy for Roxy

by Lu Zhang

Target market:surfing, snowboarding, swimwear, other extreme sports

Main demographic:young people

Brand image goals:“fun and alive, naturally beautiful, daring and confident”

Challenges: face a tough competition with other brands that sell similar products.

Media outlets:Facebook(1.9m)Twitter(20k)Youtube(10k)Official blog

New Strategies:Social Media StrategyOnline AdvertisingMobile Marketing

PinterestYoutube: Upload teaching videos of surfing, snowboarding, swimming, etc. Hold a contest asking consumers to upload their own videos related with Roxy.

Google AdWords campaign

Keywords:surfing, snowboard, swimwear and X-sportsAd copy :“Find your Roxy-style suit for surfing, snowboarding, swimwear and X-sports!” "Wear like a Roxy girl: surfing, snowboarding, swimwear and X-sports."

Create an app:Provide information about product, advertisement, promotion, events, blogs, etc.

Metics of success:Pinterest followers,Youtube subscribers,Google Analytics,App downloads.

Budget: $50,000Google AdWord campaign (24,000) reward of Youbute competition winner (1000) the app development (25000)