1. American
Eagle’s
#SummerGirl
Campaign
Molly Moorfoot
ADV 420

2. The Big Idea
 Increase brand awareness for American
Eagle
 Gain a greater position in consumer’s
minds
 With the use of social media sites and
internet marketing tools, spread
enthusiasm to our consumers

3. Target Audience
 Satisfy the current and future
needs of college-aged women
 American Eagle’s Spring and
Summer Collection

4. Tracking The Campaign
 Google Adwords
 Search Engine Optimization
 Tracking Facebook, Twitter ads

5. Social Media
 Gain a greater presence on Facebook,
Twitter, Instagram
 Create a summer-related blog which
touches on girls’ adventures in their
American Eagle gear

6. Tips For Social Media
 Facebook Marketing Bible
 Review previous Case Studies
 Keep up with current market trends
 Tools for tracking your campaign

7. Social Media Contests
 #AEGiveAway – American Eagle giving
gift cards to randomly-selected girls who
tweet this hash tag and follow American
Eagle
 #AEdventure – girls post pictures of
themselves on summer adventures to be
featured on AE’s Facebook page or blog

8. #SummerGirl
 Encourage girls to
tweet/Instagram using
the hashtag
#SummerGirl to
document their
American Eagle
summer outfits

9. Budget
 Twitter: ($31.85/day)= $2,898.35
 Facebook: ($100.00/day)= $9,100.00
 Google Adwords: ($1,000.00/day)= $91,000.00
 Sweepstakes: (10 gift cards)=$1,000.00
 #SummerGirl posters for stores= $9,110.00
 Total= $113,108.35
 (Campaign Runs April 1- July 1)

10. Public Relations
 Keeping a positive presence on social
media sites
 Respond to both positive and negative
comments from fans/followers