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AEROPOSTALE

Aeropostale is an American retailer of casual apparel and accessories. The brand controls its
proprietary products by designing and marketing its own merchandise. They sell their
products through its stores and through other e-commerce channels. The brand is building its
social media presence by being active on various platforms like Facebook, Instagram,
YouTube, Pinterest etc.

SOCIAL MEDIA PRESENCE:


 Facebook:
Number of Followers: 10 million
 Instagram:
Number of Followers: 3.9 million
 YouTube:
Number of Followers: 80,000
Number of views on videos uploaded: 55 million
 Pinterest:
Number of Followers: 67,400

Goals:
 To increase brand awareness.
 Improve brand reputation.
Objectives:
 To increase traffic on website portal.
 Enhance customer experience by focussing on continuous customer feedback.

Metrics:
 Lead generation through call of action links. (Get customers to visit website via action
buttons on social media pages… 100 customers per post)
 Create creative content which connects with the customers (Get 300 likes on posts
within a month)
 Communicate actively with customers. (Let customers post freely on social media
page and reply to customer queries within 12hrs of the customer posting the query).
BUYER PERSONA profile :

Raghav Aggarwal
Under-graduates / Post-Graduates
Background
Professional

Age 22
Male
Demographics
Upper middle class
Suburban

Casual Wear
Identifiers Informal clothing preference
Trend setter designs

Repay loan
Challenges Similar response competing brands

What we can Creative content creation


do? Competitors analysis for better content creation

Integrated Objectives of the brand for Digital Marketing:


 Establish an emotional connect with its tech savvy millennial shoppers to improve
customer engagement.
 Inform the customers about the latest products and its value features in order to build
brand personality and reputation.
 Enhance customer experience by focussing on continuous customer feedback.
 Facilitate CSR initiatives by designing ECO friendly products.
Ahaan
Background
Teen

Age 15
Male
Demographics
Upper middle class
Suburban

Casual Wear
Identifiers Informal clothing preference
Trend setter designs

Convincing parents to buy premium brands


Challenges clothes
Not being able to give time to shopping

What we can Creative content creation


do? Competitors analysis for better content creation
Pranati
Lawyer
Background Professional

Age 25
Female
Demographics
Upper middle class
Suburban

Casual Wear
Identifiers Informal clothing preference
Trend setter designs

Similar response to competing brands


Challenges Her busy working schedule makes it challenging
For her to shop at stores

What we can Creative content creation


do? Competitors analysis for better content creation