2. Just The Facts, Ma’am…
• Founded in 1970
• More than 130 stores in the US, Canada and Europe
• Eclectic, Contemporary, Artsy, Independent Educated,
Urban-Minded, Individualistic, ages 18-30, Grungy,
Vintage, Ironic, Eccentric
4. The Plan
• Instagram pictures of customers wearing favorite Urban products
• Tweeting picture
= Prizes, gift cards and more
• Checking into the Urban location on Foursquare
= badges, points, deals,mayorships
Sharing Urban Outfitters content is
the main goal.
6. Urban Outfitter’s Tone
Relaxed, neutral, quirky, clever, snarky
Never mean-spirited and always encouraging more followers, pictures and
check-ins of the customers favorite products.
7. Get To Know The Brand
Top 5 Things an Urban
Outfitters Fan Would Enjoy:
• Vintage everything
• Photography
• Irony/Fake Mustaches (they go hand-in-hand)
• Their own personal fashion sense
• Music no one has heard of yet
9. Finally…
Remember the audience’s genuine
interests, priorities and needs.
The campaign needs to be convincing and well-
implemented or else the consumers will
quickly catch on and not adopt any new habits
of creating new, creative content
