1.
ANTHROPOLOGIE:
Full Digital Strategy
Claire Gazoul
ADV 420, Sec. 702

2.
Big Idea for Anthropologie
Anthropologie is an international women’s retail store that offers a
mix of clothing, accessories, gifts and home decor.
While most are unaware, Anthropologie has a “House & Home
Trade Program” which is dedicated to architects, builders,
designers and interior decorator professionals.
Through this program, they are given access to a broad range of
products and styles through Anthropologie at exclusive prices. This
helps the designers individual businesses by appealing to different
clients needs, tastes, and budgets.

3.
Anthropologie: House & Home Trade
Program
Prospective designers of all fields from younger standpoints may
not have heard of this opportunity
The purpose of this digital strategy is to promote the program
through social media sites away from the original Anthropologie
websites.
Attract a more design-based audience with focus on the design
structure of architects, interior designers and decorators.
Twitter, Pinterest and Tumblr are the three sites that will focus
solely on designers prospects and ideas for their own clients
through Anthropologie’s products available to them.

4.
Target Audience
Ages 18 to 45.
This range holds an existing professional market as well
as up-and-coming designers/decorators looking to gain
contacts and experience while accumulating cliental.
This wide range of an audience also helps balance the
established base of designers with the younger
generations, whose use of social media and personal
online marketing and branding can connect together.

5.
Key Performance Indicators
Since Twitter, Pinterest and Tumblr all focus around
followers, we need to make sure that’s not all we are
getting out of the sites.
On Pinterest, you not only need followers, but repins and
likes for each post; Tumblr thrives off reblogs and likes as
well; Twitter uses retweets, hashtags and favoriting to
increase social media attention and performance.
The overall goal is to increase the followers for each
platform, hold their attention and bring them into the
information.

6.
Tools & Tactics
Twitter
Faster, information-based content rather than just
visual stimulation.
News such as architectural articles, design/gallery
opening locations, new decorating innovations.
Use of hashtags (#h&h, #anthroh&h) spreads the word
and promotes H&H through trending topics, retweets
and favorites.

7.
Tools & Tactics
Pinterest
Pinterest contests with promotional discounts, giveaways
and trips are all extras that help involve the current follower
base as well as promoting the program on a larger scale.
Tumblr
A more professional and organized setup as compared to
Pinterest.
Tumblr page dedicated to capturing professionally decorated
spaces and buildings.
Ways for current architects/designers to recreate these show
rooms for their clients by using affordable pieces (from
Anthropologie).

8.
Budget
Hiring, training and paying the workers involved with
keeping these sites updated, professional and
resourceful.
An estimated $300/hr with at least 8 hours per day, 7
days a week.
With three websites, that averages $51,000 for a week.
Cost of running competitions, store merchandise sales
and giveaways.
Totaling all supervision, upkeep and gifts, a monthly
$250,000 minimum.

9.
Summary
This digital strategy of creating an Anthropologie “sister-
site” House & Home Trade Program social media
campaign.
Targets both the old and new industry professionals into
the program.
Engages both groups into social media sites that tie into
their work, along with incentives of personal branding and
promotions.
All this increases the uniqueness that Anthropologie
already holds.

10.
Resources
http://www.anthropologie.com/anthro/index.jsp
http://www.anthropologie.com/anthro/help/deco.jsp
http://www.anthropologie.com/anthro/help/deco_signup.js
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