Digital Marketing Campaign: Anthropologie
Social Media Marketing Outline
Anthropologie Spring 2023
Initial Release Date: April 2023
Our Campaign
April is for all things floral…Our content this next month showcases blooming through the lens of delicate, confident, femme looks. It is a sweet day exploring a new destination. It is relaxing in the sunshine after a busy work day. It is finding rest in the business of life. This month, we are in bloom. We are free to play again, to run, adventure, frolic, and bask in the warmth of nature that springtime brings.
About
OUR BRAND
Anthropologie is a exotic lifestyle shopping experience. As you shop for clothing, shoes, beauty, and home décor, not only do you find products you love, but you also will find yourself. The brand opened its very first doors in autumn of ‘92 in a small Pennsylvania town and today operates over 200 stores around the world. Through staples and spirit, Anthropologie showcases unique pieces, captivates individuals, and shares the art of style around the world to young women. Visit the URBN Investor Relations and Global Community Initiatives pages to learn more.
OUR PEOPLE
Anthropologie is in consistent conversation with our creative-minded community. We take pride in our connection with those who prioritize self-expression and pursue inspiration, knowledge, and experience in the spirit of boundless curiosity.
OUR CUSTOMER
Our customers are creative people who want to be and look like themselves. They have a sense of exploration about what they wear and take a thoughtful, personal approach to interior design and the making of a home. They are too confident to run their style based solely on trends, but adventure outside the bubble of society. We listen to our customers and look to our community for inspiration and feedback. Our intention is to exceed their every expectation in ways they don’t expect.
Personality
-Fun
-Soft
-Minimalist
-Playful
-R&R
-Warm
-Romantic
-European
-Delicate
-Beachy
Color Palette
Below is a color palette that exudes spring through its vibrant, joyful tones.
Strategy
Since we have a mix of both young and mature individuals, we want to be producing content that is professional and respectful, yet also sweet, energetic, joyful, and lighthearted. This includes posting customer highlights, employee and store highlights, and more. We want to share stories within the company and stories of those outside of it. Viewers also will be expecting our two monthly giveaways as well as new product features.
Goals
Introduce people to the Spring 2023 collection and launch the Reformation partnership as well as our collaboration with Francesca Kaye.
Budget
Our budget is about $5,000/month. This money will mainly be going towards developing story content and influencer marketing, since we already have photos taken for the Spring 2023 product.
Social Media Outline
Photo sourcing: Photos need to be sourced for social media posts and planning on that to start. Each photo that is sourced should contain 3 adjectives of the personality of the campaign while still upholding the brands values. Photos could include influencer content, holiday celebrations, showcasing new products, and contests for our audience.
Captions: Captions should include some sub-form of promotion to entice the audience, yet be casual and lighthearted. The voice should be sweet, playful
Planning: Schedule our social media posts
Editing: Come up with some type of theme these film posts can have and instill a flow within our social media feed. Since this campaign is warm and beachy, include a preset that fits that personality.
Video Content: Video content includes reels and story clips that join the consumer in trends as well as showcase product and the campaign’s personality
