Final Presentation for summer course

1. Anthropologie: A Social Media
Marketing Campaign
Jackie Zingg

2. Big Idea
Utilize Pinterest to increase awareness
and customer base for home décor
product lines
 Start a company-wide employee blog
 New products
 Employee favorites
 Decorating tips

3. Social Media Tools

4. Internet Marketing
SEO & SEM
Google AdWords campaign to
improve SEO
Currently dominated by Pier1 &
Pottery Barn

5. Mobile Marketing
 Location-based services
 FourSquare
 Announce store openings
 Sales
 First-time customer specials

6. Content Strategy
 Posting Frequencies
 FaceBook: at least 4 times a week
 Twitter: more frequent; use for 2-way communication
 Pinterest: most frequent, update throughout each day

7. Target Audience
 The campaign will target those looking to
decorate or redecorate a home or apartment.
 Primarily female
 DIY
 Young professional

8. Budget
$200,000
12-month campaign
Includes
 Social media strategy costs
 Pinterest
 Twitter
 FaceBook

9. Competitive Audit
 National chains
 Economical pricing
 Well-known & recognizable products

10. Conclusion
 Start small and build up one or two sites to gain
maximum followers
 Utilize Pinterest to increase customer base
 Begin an employee blog to make customer
connections
 Promote home décor line in order to make it as
recognizable and well known as other
Anthropologie products