social media strategy-draft

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University of Notre Dame *

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Marketing

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Feb 20, 2024

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American Eagle Outfit ters – Skinny Skinny AEO- SKINNY SKINNY CAMPAIGN Muskaan, Nishant, Caitlin, Maria

AEO Skinny Jeans Campaign Analysis Describe the Campaign Customer Marketing Goals REACH ENGAGE ACTIVATE RETAIN ADVOCATE Awareness Attract Consideration Research – Opt-in Conversion Purchase - Trial Loyalty Repeat - Grow - Upsell Recommendation WOM - Influencers Social Media Objectives Need-Action State ? ? ? Partner and Utilize College Humor's established audience to enhance campaign visibility, aiming for 1M+ Shares and Retweets Customer Interaction ? ? ? Online and in-store purchase Shares, Retweets, Comments Marketing Objective To improve Brand Visibility in all social media channels? Ensure personalized follow-up emails and achieve 50% retention of newly activated customers through repurchasing

BENEFITS

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RISK

ENHANCEMENT Conduct a Comprehensive Risk Assessment: Measurable Objectives: Employee Engagement: Monitor Social Media: Exit Strategy: Legal and Compliance:

FINANCIALS Assumptions- The campaign increases sales by 15% from the previous year. Annual estimate sales =$4.025 billion Daily estimated sales daily sales = $4.025 billion/365 = $11.03 million

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CONCLUSION- - The "Skinny Skinny" campaign demonstrates creative and humorous approaches to engage AEO's target audience effectively. - Strategic partnerships with College Humor contribute to the campaign's credibility and widen its reach. - Potential sensitivity concerns exist, particularly regarding the perpetuation of unrealistic body image standards, mainly among young women. - Despite potential concerns, the revenue-generating and brand awareness benefits make a compelling case for proceeding with caution. - Mitigation measures should be implemented to address potential body image concerns, showcasing corporate responsibility and ethical marketing practices. - A cautious recommendation is made for the campaign's continuation, aligning potential advantages with brand objectives. - Continuous monitoring and adjustments are crucial to ensuring the campaign's success while prioritizing consumer well-being and brand integrity.

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