anthropologie digital marketing holiday campaign
DESCRIPTION
SEO l SEM l SOCIAL MEDIA l INFLUENCERS MARKETINGTRANSCRIPT
Kenny AstriantiAnyarat Priyawat
Nan WangPutri Arinda
HOLIDAY CAMPAIGN2014
AGENDA
• What’s Anthropologie• Meet The Customer• Competitive Analysis• Consumer Behavior Analysis• Anthropologie’s Digital Assets and Current Strategy• Proposed Campaign• Timeline• KPIs• SEO Strategy• SEM Strategy• Expected Improvement Results• Conclusion
An inspiring place to shop for women's clothing,
accessories and home décor
3 characteristics: romance, craftsmanship and creativity
WHAT’S ANTHROPOLOGIE?
ANGELICA
● 30 years old
● Single
● Living in Boston, MA
● Currently studying for her master degree at Boston University while working full time at a law firm
● Love going to museums and galleries
● Enjoy cooking at home and hosting parties
LET’S MEET THE CUSTOMERS
COMPETITIVE ANALYSIS
Attributes Anthropologie Pottery Barn C.Wonder One Kings Lane
Products
Service
Website
Mobile App
Social Media
Search Marketing
In-store Experience
CONSUMER BEHAVIOR ANALYSIS• Almost 26% of women first saw their most recent online purchase
while they were surfing online
• Path to purchase will have many touch points:
• 44% research online and buy products online
• 51% research online and visit store to purchase
• 32% research online visit store to view product, then return online to purchase
• 17% visit a store first, and then purchase online
• Top 2 online destinations consumers intend to use for holiday shopping this year: store sites and search engine
• 37% of shoppers say search is their go-to source for gift ideasSource: Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey
ANTHROPOLOGIE’S DIGITAL ASSETS
800k likes-Q&A section in notes-Offer appointment for personal consultation
400k followers-Tweeting about related
content
400k followers-Inspiring photos of outfits
worn by Anthropologie employees
350k followers-Inspiring photos of
clothing and apartment stuffs
1k views 39 videos Direct story telling from the brand
Offer playlist
CURRENT STRATEGY
Teamed up with bloggers for
giveaway
Contest - Giveaway
Partnership with Olivia Wilde
Catalogue announcement
Spotify playlist
Banner ad Google Shopping Ad
SEM
SOCIAL
Google Ad Google Side Ad
“HOME SWEET HOLIDAY”
2014
INTEGRATED CAMPAIGN
SEOSearch Engine Optimization
SEMSearch Engine Marketing
SMOSocial Media Optimization
• Optimizing Anthropologie website
• Accelerating the number of traffic to the campaign landing page
• Rapidly announce the campaign digitally
• Increase linkability and inbound links
• Helps content travel
• 302 redirect• Page URL• Site Hierarchy• Keywords• Image
• Google Paid Ad• Google Local• Google Display Network
• Using bloggers to amplify the message (bloggers will use their own blogs and soc med platforms)
Objectives
Strategies
DisplayClick
Social Paid Search
Organic Search
Phase 1 Phase 2 Phase 3 Phase 4
November December January
Awareness Interest Consideration Conversion Loyalty
Bloggers announce their holiday décor using Anthropologie’s stuffs
Announce “Anthropologie home décor contest”
Encourage people to submit their creation and vote
Announce the winner of the contest
TIMELINE
CAMPAIGN LANDING PAGE
MEET THE INFLUENCERS
Song of Style Cashmere & Cupcakes The Blonde SaladEva Chen
Pageviews
Visitors
30,810
13,890
27,870
12,660
48,037
21,835
39,825
17,844
KPIs
How are you going to measure it?• Increase website traffic & engagement (visit, pageviews, time spent)• Increase online purchase and average purchase basket• Increase store traffic
SEO STRATEGY
302 redirects Page URL Site Hierarchy
Keywords Images
Implement a direct link or a 301 redirect to recapture link
value
Revise its current page
URLs to semantic URL
structures
Amend its site hierarchy so
that it is reflected in the
URLs
Target 5 keywords: “vintage clothing”,
“petite dresses”, women’s clothing”,
“anthropologie”, “anthropology”
Modify each image with a
keyword-enriched name and clean URL
to have all images followed
by the search engine
Objective: Better page rank on search engine result page
Top 5 Most Pressing Changes:
SEM KEYWORD STRATEGY
Detail info in appendix
Search terms Avg. monthly searches
Competition Suggested bid
Home decorating ideas 22,200 High $1.64
Decorating ideas 27,100 High $0.41
Christmas ornaments 49,500 High $1.37
Christmas decorations 90,500 High $1.11
Home sweet holiday 10 Low -
RECOMMENDATIONS: PPC TEXT AD WITH SITELINKS
Strategy:• Add star reviews • Relevant Copy & CTA• Relevant Site links • Continuous testing
Keyword: Christmas Ornament
RECOMMENDATIONS: SIDE & TOP AD
Strategy:• Relevant Ad copy • CTA • Continuous testing
Keyword: • Home decorating ideas• Holiday home décor• Decorating ideas
RECOMMENDATIONS: SIDE & TOP AD
Strategy:• Introducing the Contest• CTA
Keyword: • Home sweet holiday
RECOMMENDATIONS: DISPLAY AD
RECOMMENDATION: GOOGLE LOCAL
Objective : Drive customers to the nearest store & promote the campaign Keywords : SEM recommendations & location-basedDistance Set: 2miles Strategy:
• Showcase influencers’ holiday home decoration in different stores• CTA
RECOMMENDATION: RICH MEDIA AD
RECOMMENDATION: RETARGETING ADS
Bid higher for the same keywordBid for broad keywords
Drive traffic to siteIncrease ROI
Target specific website category
Search Network
Display Network
RECOMMENDATION: RETARGETING ADS
Website Category• Demographics
• By gender: female• By age: 25-34 years old
• Interest• Home decorations• Home and garden• Food and Wine, Cooking• DIY• Gifts ideas• Moms • Professional women
Keyword: • Christmas Decorations
Now After
Strategy:• Dominate the top 6 spots
RECOMMENDATIONS: GOOGLE SHOPPING AD
Strategy:• CTA• Incentive
Keyword: • Christmas Decorations
RECOMMENDATIONS: GOOGLE SHOPPING AD
RECOMMENDATION: CONTENT SPONSORSHIP
Target website: • Home decorations• Home and garden• Food and Wine, Cooking• DIY• Gifts ideas• Moms • Professional women
EXPECTED IMPROVEMENT RESULTS
Site Traffic Conversion on Purchase
Average Monthly Visitors
Increase rate Average Monthly
Traffic Increase
Conversion rate
Average Monthly Purchase Increase
SEM 125,000 10% 12,500
SEO 2,489,670 5% 124,483 10% 12,448
SMO 66,229 20% 13,245 10% 1,324
CONCLUSION
Values Target Audience
SEO SEM
SocialConversion
THANK YOU