Patagonia’s	
  “Common	
  Threads”	
  
Digital	
  Marke8ng	
  Campaign	
  
NMDL	
  Summer	
  2013	
  
Emily	
  Smith	
  
About	
  Patagonia	
  
•  High-­‐end	
  clothing	
  brand	
  
•  Founded	
  in	
  1973	
  
•  Started	
  off	
  markeCng	
 ...
What	
  is	
  the	
  Common	
  Threads	
  Campaign?	
  
•  Common	
  Threads	
  is	
  an	
  environmental	
  effort	
  that...
Goals	
  
•  Raise	
  consumers’	
  awareness	
  of	
  
Patagonia’s	
  Common	
  Threads	
  
iniCaCve	
  
•  Increase	
  s...
Target	
  Audience	
  
•  Consumers	
  who	
  are:	
  
– Ecologically	
  and	
  economically	
  conscious	
  
– Spend	
  C...
Big	
  Idea	
  
•  Enhance	
  Patagonia’s	
  brand	
  by	
  making	
  people	
  
aware	
  that	
  they	
  care	
  about	
 ...
Tools	
  &	
  Tac8cs	
  
•  Google	
  Adwords	
  
–  UClize	
  Pay	
  Per	
  Click	
  adverCsing	
  
–  Relevant	
  Keywor...
Tools	
  &	
  TacCcs	
  
•  Blogging	
  
–  Reach	
  out	
  to	
  popular	
  environmental	
  bloggers	
  
•  Videos	
  wi...
Key	
  Performance	
  Indicators	
  
•  To	
  measure	
  consumers’	
  awareness	
  of	
  Common	
  Threads:	
  
–  Compar...
Budget	
  and	
  Timeline	
  
•  Timeline:	
  	
  
–  The	
  campaign	
  will	
  take	
  place	
  over	
  the	
  course	
 ...
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NMDL Final Project - Patagonia

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NMDL Final Project - Patagonia

  1. 1. Patagonia’s  “Common  Threads”   Digital  Marke8ng  Campaign   NMDL  Summer  2013   Emily  Smith  
  2. 2. About  Patagonia   •  High-­‐end  clothing  brand   •  Founded  in  1973   •  Started  off  markeCng  towards  rock  and  alpine   climbers  but  now  offer  a  more  diverse   assortment  of  clothing   •  Well  known  for  their  stance  on  environmental   acCvism    
  3. 3. What  is  the  Common  Threads  Campaign?   •  Common  Threads  is  an  environmental  effort  that  promotes   responsible  shopping  by  encouraging  consumers  to  only  buy   what  they  absolutely  need.   •  Patagonia  offers  incenCves  to  people  who  donate  their  old   clothing  then  in  turn,  give  the  items  to  people  who  need   them.   •  Consumers  can  take  a  pledge  declaring  that  they  will  think   twice  before  purchasing  and  be  smart  about  reusing  their   clothing.  
  4. 4. Goals   •  Raise  consumers’  awareness  of   Patagonia’s  Common  Threads   iniCaCve   •  Increase  sales  and  brand  loyalty   amongst  consumers  
  5. 5. Target  Audience   •  Consumers  who  are:   – Ecologically  and  economically  conscious   – Spend  Cme  being  acCve  outdoors   – Higher  income   – Between  the  ages  of  18-­‐50  
  6. 6. Big  Idea   •  Enhance  Patagonia’s  brand  by  making  people   aware  that  they  care  about  the  environment   and  giving  back  by  reaching  people  with  a   genuine  plaVorm  via  social  media   •  Giving  consumers  an  outlet  to  conserve  the   environment  by  taking  the  Common  Threads   Pledge   •  Patagonia  is  promoCng  the  environment  as  a   core  and  beneficial  aspect  of  their  brand  
  7. 7. Tools  &  Tac8cs   •  Google  Adwords   –  UClize  Pay  Per  Click  adverCsing   –  Relevant  Keywords   •  Social  Media   –  Messages  about  Common  Threads  will  be  used  to  spread   awareness  of  Common  Threads   –  Will  encourage  communicaCon  with  consumers  by   diligently  responding  to  their  comments  and  concerns   –  Encourage  people  to  take  the  Common  Threads  Pledge  
  8. 8. Tools  &  TacCcs   •  Blogging   –  Reach  out  to  popular  environmental  bloggers   •  Videos  will  be  made  for  Common  Threads   –  Posted  on  social  media     –  YouTube   •  Banner  ads  will  be  implemented  on  mobile  and  Internet   plaVorms  
  9. 9. Key  Performance  Indicators   •  To  measure  consumers’  awareness  of  Common  Threads:   –  Compare  the  number  of  people  who  take  the  Common  Threads  Pledge   before/aaer  the  campaign   –  Measure  visitor  paberns  on  Common  Threads  website  before/aaer   the  campaign  by  using  Google  AnalyCcs   •  To  measure  sales  and  brand  loyalty  amongst  consumers:   –  Track  online  purchases  made  by  consumers  registered  on  Patagonia’s   website.  Compare  the  amount  of  sales  made  before/aaer  the   campaign.   –  Can  also  ask  shoppers  whether  they’re  familiar  with  the  Common   Threads  campaign  when  they’re  going  through  the  checkout  process   online.  
  10. 10. Budget  and  Timeline   •  Timeline:     –  The  campaign  will  take  place  over  the  course  of  six  months   •  Budget:     –  Patagonia’s  total  revenue  =  around  $500  million   –  Average  amount  brands  spend  on  markeCng  =  10.4%  of  their  total   revenue,  2.5%  spent  on  digital  markeCng   –  Patagonia’s  digital  markeCng  budget  =  $12.5  million  so  I  propose  that   we  dedicate  half  of  this  amount  to  the  Common  Threads  campaign   which  will  give  us  $6.25  million  to  work  with.  

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