Assignment: Develop a comprehensive media plan for American Eagle that grows brand awareness among high-income Millennial mothers on the West Coast, maintains market leadership in denim, and deepens brand affinity with Gen Z by spotlighting the company's sustainability initiatives through a strategic, multi-channel media mix.

Approach: Conduct a thorough situation analysis of American Eagle's business strengths, weaknesses, and competitive landscape, then layer in detailed audience research on Millennials and Gen Z — their shopping habits, income levels, geographic concentration, and media consumption patterns. Use that foundation to build a PESO-based strategy spanning paid search, paid social (including influencer partnerships), out-of-home placements in key transit hubs and airports, and owned social content, all calibrated to seasonal moments like back-to-school, Earth Day, and the holiday shopping window.

Result: Fully realized, $43.3 million media plan projecting nearly 4.9 billion total impressions across paid search, paid social, out-of-home, and owned channels — with defined CPMs, budget allocations, a month-by-month timing calendar, measurable objectives tied to brand awareness and purchase data, and contingency alternatives such as ad-supported streaming and cinema should the primary digital channels face regulatory or platform-level disruptions.