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A digital strategy for fashion retailer H&M Final Project for ADV 420
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DIGITAL STRATEGYRachel Keeton
Banner Ads Vogue.com ELLE.com InStyle.com Fashion Blogs
Takeover Hulu Pandora
SEM
Social Media
Rewards ProgramEmail ClubFoursquarePinterest Contest
AppAmbient
DIGITAL
PROMOTIONS
MOBILE
Aug. Sept. Oct. Jan. AprilJune July Nov. Dec. Feb. March May
Digital Strategy2013 Fiscal Year
TARGET AUDIENCE
PrimaryFashion-forward men & women
SecondaryChildren
Banner Ads Vogue.com ELLE.com InStyle.com Fashion Blogs
Takeover Hulu Pandora
SEM
Social Media
Rewards ProgramEmail ClubFoursquarePinterest Contest
AppAmbient
DIGITAL
PROMOTIONS
MOBILE
Aug. Sept. Oct. Jan. AprilJune July Nov. Dec. Feb. March May
MEDIA BREAKDOWN
Digital Strategy2013 Fiscal Year
Banner Ads Vogue.com ELLE.com InStyle.com Fashion Blogs
Takeover Hulu Pandora
SEM
Social Media
Rewards ProgramEmail ClubFoursquarePinterest Contest
AppAmbient
DIGITAL
PROMOTIONS
MOBILE
Aug. Sept. Oct. Jan. AprilJune July Nov. Dec. Feb. March May
DIGITAL ADVERTISEMENTS
Digital Strategy2013 Fiscal Year
Banner AdsFashion Magazine Websites & Fashion Blogs
TakeoversHulu & Pandora
SEM
DIGITAL COMMUNICATIONS
Digital Strategy2013 Fiscal Year
Full Line UpFacebook, Google+, Instagram, Pinterest & Twitter
Banner Ads Vogue.com ELLE.com InStyle.com Fashion Blogs
Takeover Hulu Pandora
SEM
Social Media
Rewards ProgramEmail ClubFoursquarePinterest Contest
AppAmbient
DIGITAL
PROMOTIONS
MOBILE
Aug. Sept. Oct. Jan. AprilJune July Nov. Dec. Feb. March May
PROMOTIONS
Digital Strategy2013 Fiscal Year
Reward ProgramPoint System
Email ClubBiweekly
FoursquareCheck-In Specials
Pinterest ContestsMonthly
Banner Ads Vogue.com ELLE.com InStyle.com Fashion Blogs
Takeover Hulu Pandora
SEM
Social Media
Rewards ProgramEmail ClubFoursquarePinterest Contest
AppAmbient
DIGITAL
PROMOTIONS
MOBILE
Aug. Sept. Oct. Jan. AprilJune July Nov. Dec. Feb. March May
MOBILE
Digital Strategy2013 Fiscal Year
Mobile AppAugmented RealityQR Codes
Digital Strategy2013 Fiscal Year
WEBSITE CONSIDERATIONS
SEOOptimize website using keywords and phrases
Enable E-CommerceIncrease retailing marketshare
Banner Ads Vogue.com ELLE.com InStyle.com Fashion Blogs
Takeover Hulu Pandora
SEM
Social Media
Rewards ProgramEmail ClubFoursquarePinterest Contest
AppAmbient
DIGITAL
PROMOTIONS
MOBILE
Aug. Sept. Oct. Jan. AprilJune July Nov. Dec. Feb. March May
MEASURING CAMPAIGN SUCCESS
Digital Strategy2013 Fiscal Year
Increased TrafficWebsite & Mobile App
Increased EngagementSocial Media and Promotions
Increased Brand RecognitionOverall Increase in Sales
CONCLUSION
Thank You!
