In her BlogWell Chicago presentation, American Eagle Outfitters' Marketing Manager – Social Media, Jamie Simoni, shares how they used social media to find the newest faces of their brand.
She talks specifically about their Project Live Your Life 2.0 campaign and how they used social media contests to boost engagement rates and revenue.
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BlogWell Chicago Social Media Case Study: American Eagle Outfitters, presented by Jamie Simoni
1. SocialMedia.org
Video Case Studies
Jamie Simoni
Project Live Your Life: How to Make
Your Customers Your Marketing
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Chicago
June 19, 2013
socialmedia.org/blogwell
2. HOW TO MAKE YOUR CUSTOMERS
YOUR MARKETING
PROJECT LIVE YOUR LIFE
4. BRAND DNA
• American denim brand inspired by the
adventurous spirit of our 20-year old
customer.
• Denim is at our core.
• We make clothes that comfortably fit
our customer’s life.
• We’re real. We fit everyone. We
welcome all.
3
5. THE IDEA: REAL PEOPLE
• Project Live Your Life 1.0
• Great first step but didn’t give us the opportunity to see the depth in
people
• Re-create contest to showcase personal style, talents and individuality
4
6. PROJECT LIVE YOUR LIFE 2.0
• The Team
• Social Media, Brand Marketing, Legal, Creative, CRM, IT
• Goals
• Create a platform to showcase personal style and talents
• Drive sales and traffic
• Find a cast for our Back to School 2013 campaign
5
7. TIMELINE
• October 2012: Business Requirements, Wireframe Reviews, Initial Marketing
Plan
• November 2012: Wireframe Approval, Creative Reviews
• December 2012: Admin Wireframe Review and Approval, Contest Site
Feature Approvals, Final Marketing Plan Approval, Terms and Conditions
Development, Approval of Entrant and Voter Offers
• January 2013: Approval of Final Terms and Conditions, Development of
Email APIs, Creative Review of Emails
• February 2013: Launch of Contest and Marketing Go Live
• May 2013: BTS Photo Shoot
6
11. CONTEST OVERVIEW
• Weekly Contests
• Goal was to get yourself in to the Top 200 in your category by getting votes
• 4 winners per category (2 guys and 2 girls) chosen weekly by the judging panel
• 30% off your purchase for entrants and 20% off your purchase for voters
• Final Round
• ‘American Idol’ style voting
• 1 guy and 1 girl per category by highest vote count
• 8 Wildcards
• Prizing
• Weekly finalists - $100 AEO Gift Card
• Top 10 Vote Getters in each category - $50 AEO Gift Card
• Grand Prize - $2,500 and the chance to be in our marketing
10
14. • Twitter posts and advertising
• Email
• SMS and Push Notifications
13
15. Each week we featured one standout male on Monday and female entrant on Friday on the AE Blog as inspiration to
enter Project Live Your Life.
14
• Blog Posts
17. THE RESULTS
• Contestant profiles were full of photos and media
• Diverse Cast
• Successful in driving traffic and sales through couponing (Revenue was
+1,074% to Project Live Your Life 1.0)
• Social Media drove ~75% of traffic to the contest site
16
18. PROJECT LIVE YOUR LIFE WINNERS - WOMEN
Lauren Day
Beach
Abbey Ford
Spring Break
Diana Lu
Festival
Do Young Lee
Sharp & Chic
Emily Rudd
AEO Heritage
Kelsey Knickerbocker
Bright & Bold
Nikki Phillipi
Bright & Bold (wildcard)
Elora Blanco
AEO Heritage (wildcard)
Quinci Smith
Spring Break (wildcard)
Hanna Russel
Festival (wildcard)
17
19. PROJECT LIVE YOUR LIFE WINNERS - MEN
Kyle Neff
Sharp & Chic
Sam Law
Spring Break
Luke Warrington
Festival
Christopher Abbs
Beach
Frankie Cena
AEO Heritage
Trevor Carstens
Bright & Bold
Cameron Sarradet
AEO Heritage (wildcard)
Nathan Felsberg
AEO Heritage (wildcard)
Jacob Salas
Spring Break (wildcard)
Damon Dominique
Festival (wildcard)
18
22. Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Chicago
June 19, 2013
socialmedia.org/blogwell