1. American Eagle Outfitters
Digital Marketing Campaign
Jennifer Marshall

2. • American Eagle Outfitters as founded in 1977
by Sean Peters and Frank Parretta, who later
sold their ownership in 1991.
• AE has locations all over the US and Canada
along with online shopping.
• The target market is 16-27 year old men and
women.

3. Campaign Goals
• To use social media to our advantage.
• Understanding the customers needs when
online shopping and implement them into the
stores.
• Use mobile advertising to engage with
customers.
• Create new tag lines consistently to be above
competitors.

4. Campaign Challenges
• Selling as much product during non-peak
times (when it’s not holiday or back to
school).
• Competing with some of the top clothing
companies for our target market such as:
– Abercrombie and Fitch
– Hollister
– Forever 21
– American Apparel

5. Social Media
• Giving incentives, such as 10% coupons for
visiting websites: following/ tweeting at AE,
liking us on facebook.
• Answering posts and tweets in a timely
manner to show dedication to our customers.

6. Mobile Advertising
• American Eagle app to locate clothing at a
particular store from shopping on the website.
• Downloading our clothing app to get updates
and coupons.
• Instead of just sending out annoying emails
with updates we need to give out coupons to
show it is worth their while to have the app.

7. Tag Lines
• New tag lines will give us an edge on our
competitors.
• It will be something fresh and new every time
• Live your Life is the tag line now, ideas to
move forward on are while incorporating the
Live part:
– Live Freely
– Live Young

8. Google AdWords
• We want to be the result when someone is
shopping online.
• If someone types in any type of clothing or
accessories or any of our competitors names
we want to show up one the first page.
• Doing so will put us on the shoppers radar
since they may not have thought to go to us in
the first place.
• Pay Per Click

9. Budget and Timeline
• $60k
• The budget includes:
– Social media campaign
– Mobile advertising and mobile app
– AdWord Campaign
• Budget is for one year.
• Peak times are August (back to school) and
December (holiday season)

10. Measuring Success
• Success will be based on coupons that are
brought into stores from mobile apps.
• It will be measures on Google AdWords.
• Direct feedback from social networking sites.
• Seeing first hand in stores, what is bringing
them into stores.