1. Photo credit: http://www.ae.com
An American Eagle Outfitters Digital Marketing Strategy.
By: Kelsey Siler
LIVE LUXE

2. TARGET MARKET
 Female college students
 Ages 18-25
 On a budget
 Trendy, but smart
 Want to be in style Photo Credit:
http://www.eduguide.org/library/vie
warticle/2049
 Like to go to
bars/parties
 Have to have the
latest technology
Photo Credit:
http://www.ae.com/web/guides/dressg
uide.jsp?catId=cat5900037

3. KEY PERFORMANCE INDICATORS
 Increase in purchases of party outfits
 Measure as units sold
 Total number of units sold per year, with returned
items subtracted from that total
 Increase awareness of product
 Measure by number of clicks on Google Adwords
 Gain followers on Instagram
 Move up leaderboard on Socialcam

4. THE BIG IDEA: LIVE LUXE
 Female college
students want to look
cute, but not spend a
ton of money
 Using social media to
market to college
students
 Girls in cute party Photo Credits:
http://www.ae.com
outfits, having fun with
no worries on their
minds

5. INSTAGRAM
Photo Credit:
http://weheartit.com/entry/24673663
 User takes photos on
Smartphone
 Can upload to
Instagram or other
social networking
sites
 Ask target to upload
pictures in our
clothing
Photo Credit: http://articles.latimes.com/2012/apr/09/business/la-fi-tn-
 Tag our company in breaking-facebook-buying-instagram-for-1-billion-in-cash-and-stock-
20120409

6. SOCIALCAM
 User records short videos on
Smartphone
 Can be shared with social
media sites
Used in conjunction with
Photo Credit
^http://reviews.cnet.com
our Twitter and Facebook
/8301-19512_7-
57427678-
233/socialcam-vs-viddy-
profiles
on-ios/
 Upload and tag us on
Photo Credit:
Facebook or Twitter
http://www.mactrast.com/2011/03/socialcam-a-
new-iphone-app-to-share-videos-with-friends/

7. PUTTING IT TOGETHER
 Competitions with different themes
 Examples: Christmas party outfits, best friends
photos/videos, wedding photos, summer night
videos, etc…
 User will upload pictures and videos in our
clothing
 Offer coupons and gift cards a
as rewards
 Both are applications on
Smartphone's
Photo Credit:
http://web.stagram.com/n/americaneagle/

8. GOOGLE ADWORDS
 Use Google  Keywords will include:
 Going out shirts
Adwords to draw  Party outfits
customers to our  Party clothes
website  Holiday party dresses
 Birthday dresses
 Party shirts
 Dark skinny jeans
 Dark jeggings
 Going out skirts
 Sequin shirts
 Party heels
Photo Credits: http://www.ae.com  Colored Jeans

9. BUDGET
 Includes cost of planning,
implementation, media involved and all
other aspects
 $250 per hour
 150 hours per month
 $35,000 per month
 Willdecrease after initial
planning & implementation Photo Credits:
http://www.thesocialbureau.com/blog/frontpage/and-if-
2012-was-the-year-of-start-ups-acquisitions-autodesk-
buys-socialcam/ : http://7dias7noches.net/blog/twitter-
tambien-queria-comprar-a-instagram.html/instagram-
logo-2 : http://find.mapmuse.com/brand/american-
eagle

10. SUMMARY
 American Eagle has primarily been known
for comfortable clothing
 Plan to market party clothing and nicer outfits
to college students
 Target audience already trusts AEO’s
expertise elsewhere
 Using Social Media sites and Google
Adwords to draw in