uo digital strategy

DIGITAL CAMPAIGNUrban Outfitter

Kang Chan Amrak12-01-2012

10% increase in online shopping. 15% conversion rate of leads to wins customers.

OBJECTIVES

Top of mine online brand awarenessReinforce UO a part of their identities.

Single, affluent 18-30 years old men and women who live in the cities with funky, unique sense of style. Tech savvy, independent, creative. In search of self identities.

TARGET AUDIENCE

Urban Outfitter Cult serves as theme of this campaign, expressed through interactive short film that treats Urban Outfitter as a lifestyle cult and its consumers as the cult members.

BIG IDEA

Interactive online film features lifestyle of a UO “cult member” and her emotional engagement and relationship with the brand and other members

implementation

The film will create a buzz through social media platforms: Facebook, Twitter, Pinterest & Instagram which promote customers’ interaction.

IMPLEMENTATION

IMPLEMENTATION

Search engine marketing includes paid search advertising and SEO & Blogs

IMPLEMENTATIONMobile advertising with promotion coupon to encourage

engagement with the film and stimulate purchase.

PERFORMANCE INDICATORS

Return on Investment (ROI)

Engagement ScoreSocial InteractionsTraffic SourcesCost Per LeadConversion MetricsSEO Keyword Ranking

BUDGETING3 Month X 30 day X 5 hour X 250$ an hour = $112,500

SUMMARY

• The connection and brand resonance is once again reinforced In this campaign. It will be brought to the consumers' attention through a number of digital platforms. The film will be used for branding consolidation and relationship building purposes. 

THANK YOU