1. “We don’t just sell clothes, we sell a lifestyle that is
exciting.”
2. Introduction
¨ Background
¨ Campaign Basics
¨ Digital Marketing Budget
¨ Social Media
¨ Online & Mobile Marketing
¨ Style Blog & App
¨ Performance Indicators
¨ Conclusion
3. Background
¨ Founded in 1967 with the launch of
men’s ties
¨ 1969- the 1st Polo emblem was seen
¨ 1971- Polo Ralph Lauren launched its
1st women’s collection
¨ 1981- Ralph Lauren went
international
¨ 1997- Ralph Lauren went public on
the New York Stock Exchange
¨ 2000- the official website & online
shop was launched as polo.com
¤ Relauncehed in 2007 as
ralphlauren.com
¨ 2010- 631 Ralph Lauren locations
worldwide
¤ Flagship store is on Madison Avenue in
New York City
4. The Campaign Basics
Goal-
¤ Deliver an effective online & mobile strategy to increase
awareness and sales of Ralph Lauren Women apparel.
¤ To show possible consumers that Ralph Lauren is not just
a clothing company, but a its a lifestyle to be achieved.
Target Audience-
¤ Women ages 18-60+
¤ Middle to Upper Class
5. Digital Marketing Budget (1 year)
2012 Annual Revenue:
¤ $69,000,000,000
Overall Advertising Budget:
¤ $60,000,000
Digital/Internet Budget:
¤ $5,000,000
Utilize funds toward social media,
email, apps, blog, Google
AdWords, QR Codes, etc.
7. Mobile & Internet Marketing
Ralph Lauren IPhone & Ralph Lauren QR Codes Ralph Lauren & New York
Android App Times Partnership
8. Style Blog & App
¨ Link to blog via website or app
¨ All about achieving the Ralph Lauren look
¤ From runway to everyday
¨ Tutorials, tips, & advice
¨ Behind the scenes
¨ Commentary by world-renowned fashion editors and stylists
9. Performance Indicators
¨ Track traffic to Ralph Lauren website and online sales.
¨ Assess effectiveness of social media networks by likes,
follows, etc.
¨ Track number of downloads of apps for IPhones and
Androids.
¨ Survey via email about the consumers thought's of the
digital marketing campaign.
