Timing: November 15 December 15, 2012 Coverage: Montreal Target: Women & Men 18+ Budget: $2,000

To increase traffic to the e-commerce website with the aim to convert visits to sales

The Arianne site is currently tracking well in the search engines on branded key words and generic key words, therefore advertising dollars spent online should not be allocated to search at this time. Instead, communicate messaging through cost per click (CPC) display ads and Facebook ads (where the majority of Ariannes engaged online audience exists.

Display ads

Facebook ads

To deliver 2000 clicks Estimated cost/click $1.00 Timing: Dec. 1-15, 2012 Budget allocation

Facebook ads $500 estimated CPC $.50/click 1000 clicks delivered

Display ads $1500 estimated CPC $1.50/click 1000 clicks delivered

Targeted creative

Women
English Men

Montreal Women

French Men

Mens creative

Messaging: FREE SHIPPING Just in time for the holidays Metrics: Google analytics to track click through

Womens creative

Format: Image 110 x 80 pixels Title 25 characters Body 135 characters

Bid, geographic location, data criteria Sample of specific websites that would be relevant to the campaign:

Format: Leaderboard Image 728 x 90 pixels

Format: Big Box Image 300 x 250 pixels

Format: Skyscraper Image 160 x 600 pixels

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In order to engage with Ariannes existing online audience and to encourage growth using social media, content is required

Content

Traffic

Presell

Monetize

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New fans increase from 1,862

New followers increase from 26

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Robust Facebook site:

Engage fans in dialogue through polls Use it for PR and to educate, could also use as an advertising tactic (see next slide)

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Ideas for using the voting feature:

Vote for your favourite Arianne panty style Vote for your favourite pin-up look Advertise your poll to invite new fans to participate by pushing the poll out to others on Facebook
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A destination for video content: Create a branded environment with links to website Visually appealing content that helps the audience to better experience the brand Increase FB and Twitter fanbase and YouTube views
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Gift the most influential fashion bloggers in Montreal to create buzz, generate content and traffic Reader exclusive! Offer 10% discount on all purchases made online Nov.15- Dec. 15 Promocode: TOPBLOGGER

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Timing Nov. 15- Nov. 30, 2012 Reader exclusive! Vote for your favourite Arianne panty and like the Arianne Facebook page You will be entered for a chance to win an Arianne panty pack 5 winners per week

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Timing Dec. 1- Dec. 15, 2012 Reader exclusive! Teri camisole giveaway: TWEET: Were giving away 20 of our best selling REVERSIBLE Teri camisoles- as seen on the Marilyn Dennis show- just FOLLOW and RT to win! Follow and retweet for a chance to win. Winners will be randomly drawn after the contest has ended
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Launch event:

Traditional and online release (Canada newswire) Radio station promotion & on-site during event Giveway a trip & free tickets to event where the winner will be announced Fashion show Co-hosted by drink sponsor ie. Bacardi, Grey Goose Sell tickets to public via website Create signature drink- proceeds of sale go to charity

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Exclusive offer for VIP members Flyers announcing e-comm launch distributed during Nov. warehouse sale Email campaign Signage on building to reflect artwork used for online advertising campaign

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