SlideShare une entreprise Scribd logo
1  sur  12
Télécharger pour lire hors ligne
DIGITAL CAMPAIGN
  Urban Outfitter
     Kang Chan Amrak
        12-01-2012
OBJECTIVES


10% increase in online shopping.                  Top of mine online brand awareness
15% conversion rate of leads to wins customers.   Reinforce 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
IMPLEMENTATION




The film will create a buzz through social media platforms:
Facebook, Twitter, Pinterest & Instagram which promote customers’
interaction.
IMPLEMENTATION




Search engine marketing includes paid search advertising and SEO & Blogs
IMPLEMENTATION
Mobile advertising with promotion coupon to encourage engagement wit
                    the film and stimulate purchase.
Return on Investment (ROI)
          Engagement Score
          Social Interactions
          Traffic Sources
          Cost Per Lead
          Conversion Metrics
          SEO Keyword Ranking




PERFORMANCE INDICATORS
BUDGETING
3 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

Contenu connexe

Tendances

KinConsult Manging your Brand in a Digital Environment
KinConsult Manging your Brand in a Digital EnvironmentKinConsult Manging your Brand in a Digital Environment
KinConsult Manging your Brand in a Digital EnvironmentKinConsult
 
Final presentation(Module #4)
Final presentation(Module #4)Final presentation(Module #4)
Final presentation(Module #4)Sameer Mathur
 
Pokemon Go and India
Pokemon Go and IndiaPokemon Go and India
Pokemon Go and IndiaRushabh Menon
 
THE EVOLUTION OF CUSTOMER JOURNEY AT FELD ENTERTAINMENT
THE EVOLUTION OF CUSTOMER JOURNEY AT FELD ENTERTAINMENTTHE EVOLUTION OF CUSTOMER JOURNEY AT FELD ENTERTAINMENT
THE EVOLUTION OF CUSTOMER JOURNEY AT FELD ENTERTAINMENTSavage Marketing
 
Who Wore It Best: Marketing Campaigns Edition
Who Wore It Best: Marketing Campaigns Edition Who Wore It Best: Marketing Campaigns Edition
Who Wore It Best: Marketing Campaigns Edition HubSpot
 
LOVE BUILDS BRANDS. WHAT BUILDS LOVE? - Oath
LOVE BUILDS BRANDS. WHAT BUILDS LOVE? - OathLOVE BUILDS BRANDS. WHAT BUILDS LOVE? - Oath
LOVE BUILDS BRANDS. WHAT BUILDS LOVE? - OathSavage Marketing
 
Socialbrandroadmap
SocialbrandroadmapSocialbrandroadmap
Socialbrandroadmapjtedford
 
#SB50 2016: Dabbing, the cult of celebrity and furry creature advertising.
#SB50 2016: Dabbing, the cult of celebrity and furry creature advertising.#SB50 2016: Dabbing, the cult of celebrity and furry creature advertising.
#SB50 2016: Dabbing, the cult of celebrity and furry creature advertising.Michael Tsakirellis
 

Tendances (11)

KinConsult Manging your Brand in a Digital Environment
KinConsult Manging your Brand in a Digital EnvironmentKinConsult Manging your Brand in a Digital Environment
KinConsult Manging your Brand in a Digital Environment
 
Final presentation(Module #4)
Final presentation(Module #4)Final presentation(Module #4)
Final presentation(Module #4)
 
Pokemon Go and India
Pokemon Go and IndiaPokemon Go and India
Pokemon Go and India
 
YGtP!.MollieHolt.talk.
YGtP!.MollieHolt.talk.YGtP!.MollieHolt.talk.
YGtP!.MollieHolt.talk.
 
IG case study
IG case studyIG case study
IG case study
 
THE EVOLUTION OF CUSTOMER JOURNEY AT FELD ENTERTAINMENT
THE EVOLUTION OF CUSTOMER JOURNEY AT FELD ENTERTAINMENTTHE EVOLUTION OF CUSTOMER JOURNEY AT FELD ENTERTAINMENT
THE EVOLUTION OF CUSTOMER JOURNEY AT FELD ENTERTAINMENT
 
Cw case studies
Cw case studiesCw case studies
Cw case studies
 
Who Wore It Best: Marketing Campaigns Edition
Who Wore It Best: Marketing Campaigns Edition Who Wore It Best: Marketing Campaigns Edition
Who Wore It Best: Marketing Campaigns Edition
 
LOVE BUILDS BRANDS. WHAT BUILDS LOVE? - Oath
LOVE BUILDS BRANDS. WHAT BUILDS LOVE? - OathLOVE BUILDS BRANDS. WHAT BUILDS LOVE? - Oath
LOVE BUILDS BRANDS. WHAT BUILDS LOVE? - Oath
 
Socialbrandroadmap
SocialbrandroadmapSocialbrandroadmap
Socialbrandroadmap
 
#SB50 2016: Dabbing, the cult of celebrity and furry creature advertising.
#SB50 2016: Dabbing, the cult of celebrity and furry creature advertising.#SB50 2016: Dabbing, the cult of celebrity and furry creature advertising.
#SB50 2016: Dabbing, the cult of celebrity and furry creature advertising.
 

En vedette

Non guardare-è-troppo-bello
Non guardare-è-troppo-belloNon guardare-è-troppo-bello
Non guardare-è-troppo-belloluciano55
 
32 Ways a Digital Marketing Consultant Can Help Grow Your Business
32 Ways a Digital Marketing Consultant Can Help Grow Your Business32 Ways a Digital Marketing Consultant Can Help Grow Your Business
32 Ways a Digital Marketing Consultant Can Help Grow Your BusinessBarry Feldman
 

En vedette (8)

Ict presentation 2 (1)
Ict presentation 2 (1)Ict presentation 2 (1)
Ict presentation 2 (1)
 
Assignment presentation data logging
Assignment presentation data loggingAssignment presentation data logging
Assignment presentation data logging
 
maret 2015
maret 2015maret 2015
maret 2015
 
Ppt for 892 final
Ppt for 892 finalPpt for 892 final
Ppt for 892 final
 
Equisetinae
EquisetinaeEquisetinae
Equisetinae
 
desember
desemberdesember
desember
 
Non guardare-è-troppo-bello
Non guardare-è-troppo-belloNon guardare-è-troppo-bello
Non guardare-è-troppo-bello
 
32 Ways a Digital Marketing Consultant Can Help Grow Your Business
32 Ways a Digital Marketing Consultant Can Help Grow Your Business32 Ways a Digital Marketing Consultant Can Help Grow Your Business
32 Ways a Digital Marketing Consultant Can Help Grow Your Business
 

Similaire à Uo digital strategy

Xebec Credentials 2016
Xebec Credentials 2016   Xebec Credentials 2016
Xebec Credentials 2016 Julia Dutta
 
Digital Jungle Credentials 2011
Digital Jungle Credentials 2011Digital Jungle Credentials 2011
Digital Jungle Credentials 2011christiansolo
 
Digital Life - Understanding the opportunity for growth online
Digital Life - Understanding the opportunity for growth onlineDigital Life - Understanding the opportunity for growth online
Digital Life - Understanding the opportunity for growth onlineTNS
 
eCMO 2010 The e behind branding
eCMO 2010 The e behind brandingeCMO 2010 The e behind branding
eCMO 2010 The e behind brandingHKAIM
 
M Zero One - Social Content Marketing Platform (Education)
M Zero One - Social Content Marketing Platform (Education)M Zero One - Social Content Marketing Platform (Education)
M Zero One - Social Content Marketing Platform (Education)Faiyaz Malik
 
Digital Life - Understanding the opportunity for growth online
Digital Life - Understanding the opportunity for growth onlineDigital Life - Understanding the opportunity for growth online
Digital Life - Understanding the opportunity for growth onlineTNS
 
DVO user generated content
DVO user generated contentDVO user generated content
DVO user generated contentBen Dickens
 
Lebanon Opportunities: Social Media Strategies
Lebanon Opportunities: Social Media Strategies Lebanon Opportunities: Social Media Strategies
Lebanon Opportunities: Social Media Strategies Think Media Labs
 
Emily Sievert - He’s Just Not That Into You: Inspiring an Oversaturated Audience
Emily Sievert - He’s Just Not That Into You: Inspiring an Oversaturated AudienceEmily Sievert - He’s Just Not That Into You: Inspiring an Oversaturated Audience
Emily Sievert - He’s Just Not That Into You: Inspiring an Oversaturated AudienceJulia Grosman
 
Social Media ROI : Demystified
Social Media ROI : DemystifiedSocial Media ROI : Demystified
Social Media ROI : Demystifiedrahuls30
 
Echo credentials-110816
Echo credentials-110816Echo credentials-110816
Echo credentials-110816Vy Mai
 
Social Media Trends in 2018-19
Social Media Trends in 2018-19Social Media Trends in 2018-19
Social Media Trends in 2018-19Prohibition PR
 
Social Media Week 2014 @DigitasLBi: Your Website in a Social Context
Social Media Week 2014 @DigitasLBi: Your Website in a Social ContextSocial Media Week 2014 @DigitasLBi: Your Website in a Social Context
Social Media Week 2014 @DigitasLBi: Your Website in a Social ContextDigitasLBi Nordics
 
[Pps] the on demand brand
[Pps] the on demand brand[Pps] the on demand brand
[Pps] the on demand brandRichard Go
 
Digital Marketing Overview by- SIDDHANT DHAWAN(SD)
Digital Marketing Overview by- SIDDHANT DHAWAN(SD)Digital Marketing Overview by- SIDDHANT DHAWAN(SD)
Digital Marketing Overview by- SIDDHANT DHAWAN(SD)Siddhant Dhawan
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media StrategySaurabh Uttam
 
Why gpj is embracing digital
Why gpj is embracing digitalWhy gpj is embracing digital
Why gpj is embracing digitalIndependant
 

Similaire à Uo digital strategy (20)

Xebec Credentials 2016
Xebec Credentials 2016   Xebec Credentials 2016
Xebec Credentials 2016
 
Digital Jungle Credentials 2011
Digital Jungle Credentials 2011Digital Jungle Credentials 2011
Digital Jungle Credentials 2011
 
Digital life
Digital lifeDigital life
Digital life
 
Digital Life - Understanding the opportunity for growth online
Digital Life - Understanding the opportunity for growth onlineDigital Life - Understanding the opportunity for growth online
Digital Life - Understanding the opportunity for growth online
 
eCMO 2010 The e behind branding
eCMO 2010 The e behind brandingeCMO 2010 The e behind branding
eCMO 2010 The e behind branding
 
M Zero One - Social Content Marketing Platform (Education)
M Zero One - Social Content Marketing Platform (Education)M Zero One - Social Content Marketing Platform (Education)
M Zero One - Social Content Marketing Platform (Education)
 
Digital Life - Understanding the opportunity for growth online
Digital Life - Understanding the opportunity for growth onlineDigital Life - Understanding the opportunity for growth online
Digital Life - Understanding the opportunity for growth online
 
DVO user generated content
DVO user generated contentDVO user generated content
DVO user generated content
 
Lebanon Opportunities: Social Media Strategies
Lebanon Opportunities: Social Media Strategies Lebanon Opportunities: Social Media Strategies
Lebanon Opportunities: Social Media Strategies
 
Emily Sievert - He’s Just Not That Into You: Inspiring an Oversaturated Audience
Emily Sievert - He’s Just Not That Into You: Inspiring an Oversaturated AudienceEmily Sievert - He’s Just Not That Into You: Inspiring an Oversaturated Audience
Emily Sievert - He’s Just Not That Into You: Inspiring an Oversaturated Audience
 
Social Media ROI : Demystified
Social Media ROI : DemystifiedSocial Media ROI : Demystified
Social Media ROI : Demystified
 
Echo credentials-110816
Echo credentials-110816Echo credentials-110816
Echo credentials-110816
 
Xebec
XebecXebec
Xebec
 
Social Media Trends in 2018-19
Social Media Trends in 2018-19Social Media Trends in 2018-19
Social Media Trends in 2018-19
 
Social Media Week 2014 @DigitasLBi: Your Website in a Social Context
Social Media Week 2014 @DigitasLBi: Your Website in a Social ContextSocial Media Week 2014 @DigitasLBi: Your Website in a Social Context
Social Media Week 2014 @DigitasLBi: Your Website in a Social Context
 
[Pps] the on demand brand
[Pps] the on demand brand[Pps] the on demand brand
[Pps] the on demand brand
 
The On-Demand Brand
The On-Demand BrandThe On-Demand Brand
The On-Demand Brand
 
Digital Marketing Overview by- SIDDHANT DHAWAN(SD)
Digital Marketing Overview by- SIDDHANT DHAWAN(SD)Digital Marketing Overview by- SIDDHANT DHAWAN(SD)
Digital Marketing Overview by- SIDDHANT DHAWAN(SD)
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
Why gpj is embracing digital
Why gpj is embracing digitalWhy gpj is embracing digital
Why gpj is embracing digital
 

Uo digital strategy

  • 1. DIGITAL CAMPAIGN Urban Outfitter Kang Chan Amrak 12-01-2012
  • 2. OBJECTIVES 10% increase in online shopping. Top of mine online brand awareness 15% conversion rate of leads to wins customers. Reinforce UO a part of their identities.
  • 3. 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
  • 4. 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
  • 5. Interactive online film features lifestyle of a UO “cult member” and her emotional engagement and relationship with the brand and other members implementation
  • 6. IMPLEMENTATION The film will create a buzz through social media platforms: Facebook, Twitter, Pinterest & Instagram which promote customers’ interaction.
  • 7. IMPLEMENTATION Search engine marketing includes paid search advertising and SEO & Blogs
  • 8. IMPLEMENTATION Mobile advertising with promotion coupon to encourage engagement wit the film and stimulate purchase.
  • 9. Return on Investment (ROI) Engagement Score Social Interactions Traffic Sources Cost Per Lead Conversion Metrics SEO Keyword Ranking PERFORMANCE INDICATORS
  • 10. BUDGETING 3 Month X 30 day X 5 hour X 250$ an hour = $112,500
  • 11. 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.