Anthropologie Digital Marketing Holiday Campaign
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The document outlines Anthropologie's 2014 holiday campaign. It proposes an integrated digital marketing strategy utilizing SEO, SEM, social media and influencer marketing. Key elements include optimizing Anthropologie's website and content for search, running paid search campaigns, partnering with fashion bloggers for a home decor contest and sponsorship, and using retargeting and display ads. Metrics such as site traffic, purchases and store visits will measure the campaign's success in driving awareness, interest and conversions. The goal is to increase Anthropologie's online and offline sales during the 2014 holiday season through this comprehensive digital strategy.
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Anthropologie Digital Marketing Holiday Campaign
- 1. HOLIDAY CAMPAIGN 2014 Kenny Astrianti Anyarat Priyawat Nan Wang Putri Arinda
- 2. 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
- 3. WHAT’S ANTHROPOLOGIE? An inspiring place to shop for women's clothing, accessories and home décor 3 characteristics: romance, craftsmanship and creativity
- 4. LET’S MEET THE CUSTOMERS 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
- 5. COMPETITIVE ANALYSIS Attributes Products Service Website Mobile App Social Media Search Marketing In-store Experience Anthropologie Pottery Barn C.Wonder One Kings Lane
- 6. 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 ideas Source: Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey
- 7. ANTHROPOLOGIE’S DIGITAL ASSETS 800k likes -Q&A section in notes -Offer appointment for personal consultation 1k views 400k followers -Tweeting about related content 39 videos 400k followers -Inspiring photos of outfits worn by Anthropologie employees Direct story telling from the brand 350k followers -Inspiring photos of clothing and apartment stuffs Offer playlist
- 8. CURRENT STRATEGY SEM Banner ad Google Shopping Ad Google Ad Google Side Ad SOCIAL Partnership with Olivia Wilde Catalogue announcement Spotify playlist Contest - Giveaway Teamed up with bloggers for giveaway
- 10. INTEGRATED CAMPAIGN SEO Search Engine Optimization Objectives Strategies SEM Search Engine Marketing • 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 • • • • • • Google Paid Ad • Google Local • Google Display Network • Using bloggers to amplify the message (bloggers will use their own blogs and soc med platforms) 302 redirect Page URL Site Hierarchy Keywords Image SMO Social Media Optimization
- 11. TIMELINE 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 Phase 1 Phase 2 Phase 3 November Awareness December Interest Display Click Consideration Social Phase 4 January Conversion Paid Organic Search Search Loyalty
- 13. MEET THE INFLUENCERS Song of Style Eva Chen Cashmere & Cupcakes The Blonde Salad Pageviews 30,810 27,870 48,037 39,825 Visitors 13,890 12,660 21,835 17,844
- 14. 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
- 15. SEO STRATEGY Objective: Better page rank on search engine result page Top 5 Most Pressing Changes: 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 keywordenriched name and clean URL to have all images followed by the search engine
- 16. SEM KEYWORD STRATEGY 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 - Detail info in appendix
- 17. RECOMMENDATIONS: PPC TEXT AD WITH SITELINKS Keyword: Christmas Ornament Strategy: • • • • Add star reviews Relevant Copy & CTA Relevant Site links Continuous testing
- 18. RECOMMENDATIONS: SIDE & TOP AD Keyword: • Home decorating ideas • Holiday home décor • Decorating ideas Strategy: • Relevant Ad copy • CTA • Continuous testing
- 19. RECOMMENDATIONS: SIDE & TOP AD Keyword: • Home sweet holiday Strategy: • Introducing the Contest • CTA
- 21. RECOMMENDATION: GOOGLE LOCAL Objective : Drive customers to the nearest store & promote the campaign Keywords : SEM recommendations & location-based Distance Set: 2miles Strategy: • Showcase influencers’ holiday home decoration in different stores • CTA
- 22. RECOMMENDATION: RICH MEDIA AD [+] Expand + Check Out Your Favorite Bloggers’ H oliday H ome Décor!
- 23. [+] Expand + Check Out Your Favorite Bloggers’ H oliday H ome Décor!
- 24. Close [+] Collapse Chinese Folklore Wall Art $ 648.00 Online Exclusive 32 REVIEWS See most helpful review | Write a review color: neutral ONE SI ZE - available Qty 1 ADD TO BASKET
- 25. RECOMMENDATION: RETARGETING ADS Search Network Bid higher for the same keyword Bid for broad keywords Drive traffic to site Increase ROI Display Network Target specific website category
- 26. 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
- 27. RECOMMENDATIONS: GOOGLE SHOPPING AD Keyword: • Christmas Decorations Now Strategy: • Dominate the top 6 spots After
- 28. RECOMMENDATIONS: GOOGLE SHOPPING AD Keyword: • Christmas Decorations Strategy: • CTA • Incentive
- 29. RECOMMENDATION: CONTENT SPONSORSHIP Target website: • Home decorations • Home and garden • Food and Wine, Cooking • DIY • Gifts ideas • Moms • Professional women
- 30. EXPECTED IMPROVEMENT RESULTS Site Traffic Average Monthly Visitors Increase rate Conversion on Purchase Conversion rate Average Monthly Purchase Increase 125,000 SEM Average Monthly Traffic Increase 10% 12,500 SEO 2,489,670 5% 124,483 10% 12,448 SMO 66,229 20% 13,245 10% 1,324
- 32. THANK YOU
Hinweis der Redaktion
- Launched in Philadelphia in 1992, has stores in Canada and UK153 stores, 2 e-commerce sites and 2 catalogsDesigner ranges, vintage products and own-brand labelsOperates like a collection of independent boutiques“Village atmosphere” (Southerland)Relies on word-of-mouth, has a strong reputation
- Looking at the analysis that we have performed earlier, we come up with this idea of integrated digital campaign for Anthropologie next year. The campaign itself is callled.. ANTHROPOLOGIE HOME SWEET HOLIDAY campaign 2014!So in this campaign we are going to create hype around the holiday season by announcing a holiday home decoration contest on Anthropologie website. With this contest, we are going to ask Anthropologie’s fans to create their own holiday home décor using Anthropologie stuffs. The ultimate goal of this campaign is to strengthen Anthropologie’s position in digital world by increasing traffic to the website.
- In order to strengthen Anthropologie’s presence, we are going to use SEO, SEM and SMO strategies. As we have mentioned before, while anthropologie has been performing so well in social media. They have not maximized their efforts yet for SEO and SEM.
- So this is how it works..We divide the campaign to 4 phases.. And each phase has different objectives and use different type of SEM strategies. The 1st phase will go for the first 2 weeks in November and has the objective to create awareness of this campaign. For this campaign to work, we are not only going to use SEM but also social. We are going to build partnership with bloggers.
- Up-sell or cross-sell to existing customer- Promotion for the next itemsShowcase different product categories- Copy of the sales and the photo for campaign
- GOOGLE DISPLAY NETWORK
- SponsorshipSponsor content or product placement on well-known blogs/websites that appeals to the lifestyle of the target audience ex: cooking, floral arrangement, home and décor, DIY, arts and craftsObjectives: increase inbound links and also brand awarenessCriteria:• Well-known across different platforms • That shows successful case in running a contests• Target audience• High followers• High engagements