The Ralph Lauren digital marketing strategy document outlines a plan to boost shoe sales through social media marketing. The plan proposes placing ads on major social media outlets featuring photos of popular shoes tagged with #RLShoes to target young adults aged 18-25. Success will be measured by responses to posts, with the goal of increasing the brand's awareness among young adults through an affordable $500,000 campaign that leverages consumer sharing.
4. Ad Placement.
We will place our ad
strategically on all
major social media
outlets and start
with a picture of a
new or popular
shoe, using the
hash tag
“#RLShoes”. Upload a photo of you and your Ralph Lauren
Polo Shoes using #RLShoes
7. Campaign Budget
The budget we have predicted for this
campaign is only $500,000
8. Measuring Success
The campaign success can easily be
measured by the amount of responses
to our posts we get.
9. Why Choose this
Campaign
This campaign can increase your shoe
branch brand awareness with young
adults tremendously.
10. Campaign Summary
This campaign is low-risk, high-reward.
You are spending little to no money on
advertising and are letting the
consumer do all the work for you while
spreading brand awareness.
Notes de l'éditeur
Ralph Lauren has been lacking with their social media advertising. This is a plan to help increase their sales and brand awareness.
Our main goal is to increase the sales of shoes by 25% since that is one of the weakest branches of Ralph Lauren. We will accomplish this by using social media marketing to increase brand awareness globally.
The big idea is to start a social media campaign using social media outlets such as; facebook, snapchat, twitter, and instagram.
The consumers will be able to use a hastag with a photo of them wearing Ralph Lauren shoes with a caption. We will retweet, share, or sponsor the posts that are the most relatable to our campaign.
Our Ads will run on all major social media outlets and will all consist of a similar structure. Like the picture above most posts will be simple and to the point.
We plan on targeting young adults that use social media quite often. Targeting this demographic is key because they are main influencers in trends to those around them. Like in the graph Social media is key in brand adoption for those using it, it helps spread awareness to those who would not normally know about it.
This social media strategy does not have a set and stone timetable, but we will start the campaign during the third quarter so we can increase awareness before the holiday season. This plan could last a few weeks or it could last a whole year, It all depends on the popularity and the awareness of the advertisement.
For this campaign the budget we came up with was only $500,000 because we believe that it will not cost that much to get the ball rolling. Last year Ralph Lauren had a budget of $60 million, but only had a $4 million budget for online advertising according to Katar Media. We will use the money to promote our ads on the different social media ads, then the rest of the time we will be using consumer posted pictures to advertise our brand.
Our Campaign highly relies on the amount of consumers that respond to our post with a post of their own. So the more responses we get the bigger our campaign will become and the more successful it will be.
This campaign will help spread the word that your company not only sells high end clothing but it also sells fashionable shoes. With this campaign you will gain awareness with young adults that you sell more than clothing and in return you will end up increasing sales. Young adults are the main influencers on social media, so getting the attention of them will help your brand grow overall.
Looking at this campaign it should be a no-brainer. Ralph Lauren is risking very little with the potential to have very high reward. You will be able to use this campaign globally since social media outlets are used everywhere, and it will gain shoe awareness for your brand too.
