Michael Kors Digital Strategy

1. M I C H A E L K O R S D I G I T A L
S T R A T E G Y
M E G A N B A U G H M A N
via Eye the Look

2. B I G I D E A
• Use:
• Instagram
• Facebook
• Pinterest
• Twitter
via Instagram

3. I N S T A G R A M
• Colorful, creative
photos
• Visual sites show
handbags in an
interesting way
via Instagram

4. F A C E B O O K
via Facebook

5. P I N T E R E S T
• Showing how Michael
Kors bags works with
outfits gets women
excited to buy the bag
via Pinterest

6. T W I T T E R
• Hashtags gets peop
talking/interacting
• #WhatsInYourKors
via Twitter

7. T A R G E T A U D I E N C E
• Like and buy designer
handbags
• Converting “knock-off”
consumers to “real thing”
consumers
via Fabsugar

8. K E Y P E R F O R M A N C E I N D I C A T O R S
( K P I )
• Lead-to-customer
conversion rate
• Accessible site over
mobile platforms
• Increase in sales
via mylifestylenews

9. B U D G E T
• Social Media - $5,200/month
• Strategy Set-Up - $2,000/month
• Management - $2,000/month
• Pay-Per-Click - $250,000/month
• Merging with Existing - $12,000/total
TOTAL BUDGET: $271,000/month

10. S U M M A R Y
• Keeping and creating
new clientele
• Visual social media
sites
• Large budget for a
billion dollar company
via fashionadexplorer.com