J.Crew "Together For The Holidays"

Theme

• “Together For The Holidays”• Goals– Expand target audience– Introduce existing customers to variety of J.Crew

products

Target Audience

• J.Crewaholics– 25-34 year old young professionals

• Get them to share their love of J.Crew with others

Key Performance Indicators

• Increased social media engagement• Consumer perception• Increased sales

Big Idea

• “Together For The Holidays”• Synergy of digital media components• Reinforcement of the variety of products in

J.Crew’s product line• Theme promotes togetherness of family and

friends, furthering the idea of J.Crew having items for every person on your list– “One-stop-shop”

Digital Media Tools

• Photo-driven media– Pinterest– Facebook– Instagram

Digital Media Tools

• Blog– Gift ideas– Verbal content to match the visuals

Budget

• Setup, monitoring, advertising, strategy creation/integration with existing efforts– $23,000

• Media (Pinterest, Facebook, Instagram, blog)– $29,500

• Total– $52,500

Conclusion

• Campaign evokes ideas of togetherness• Promotes J.Crew’s entire product line and

expands target market, strengthening views of the company as a lifestyle brand

• Seamlessly utilizes a variety of social media, reinforcing the campaign message across platforms

Thank You