New digital marketing strategies for Roxy.

1. Digital Strategy for Roxy
New Digital Strategy for Roxy
Lu Zhang
by Lu Zhang

2. Main demographic:
young people
Target market:
surfing,
snowboarding,
swimwear,
other extreme sports

3. Brand image goals:
“fun and alive,
naturally beautiful,
daring and confident”
Challenges:
face a tough competition
with other brands that sell
similar products.

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

5. New Strategies:
Social Media Strategy
Online Advertising
Mobile Marketing

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

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

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

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

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