Urban Outfitters aims to attract 18-30 year old hipsters through contests on Facebook, Twitter, and Pinterest promoting their brand and styles. The strategy includes a photo contest on Facebook, creative question contests on Twitter, and board creation/tagging contests on Pinterest, all rewarding winners with gift cards. A supplemental blog will inform customers and drive traffic to generate more sales from their target audience. The $48,650 budget will be used for agency costs, content managers, incentives, and the blog domain.

1. Urban Outfitters
Digital marketing strategy
By: Lisa Eiche

2. Target Audience
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Focus on US market
Men and Women between 18 & 30
Attributes:
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English-speaking
Live in a city
Independent
Creative
Affluent
Internet access & smartphone
Funky & unique sense of style
“Hipsters”
• Additionally: Trying to attract people who shop at competitor
shops

3. Big Idea
 Creation of different contests for
various social media platforms

4. Tools & Tactics
• 3 contests on 3 different platforms:
•Plus: blog

5. acebook
• Most important and prominent social media platform
• Contest:
– Taking pictures of styles from other people
– Post an album on Facebook with original theme & at least 15
pictures
– Time: 1 month
– Winner: who gets the most likes, reposts, comments
– Prize: package with Urban Outfitters stuff worth $200

6. witter
•Contest:
– “creative answer format”
Answering questions by UO creatively; within a limited
amount of words
– Time: 2 months
– Winner: 3 winners with the best answers
– Prize: Urban Outfitters gift card worth $50

7. interest
• Contest:
– 2 different contests:
 Creation of Pinterest board with at least 7 images from
urbanoutfitters.com
 All posts have to be tagged to their board with
#UrbanOutfittersLove
– Time: 2 months
– Winner: 3 pinners with the best board
– Prize: $100 gift certificate to Urban Outfitters

8. Blog
• Supplement of the actual UO blog
• Informs & gives (entertaining) facts &tips & shares
pictures
• Gives updates about the different contests
 should make the customers feel important and cared
 Strong keywords


9. Budget
Source
Expenses
Agency
$20.000
Content Managers
$28.000
Incentives
$350
Blog domain
$300
Total
$48.650

10. Goals
• 10% more likes on Facebook
• 10% more followers on Twitter
• Increase brand awareness
• Increase general website traffic
• Attract new customers
• Generate more sales and higher profit