- Raise overall awareness of the A|X brand.
- Increase awareness of the A|X Demin Sale.
- Increase entries in the“Text A|X” SMS Contest.
- Obtain new Twitter followers for the @ArmaniExchange Twitter handle.
- Work with IZEA Influencers in the fashion niche.
- Have Bloggers with high influence go and try on Armani Exchange denim.
- Bloggers were given a gift card to go shopping and a gift card to give away to their readers.
- Celebrity and long tail tweeters were used in the campaign to generate buzz and conversation.