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ADV 420 Oakley Digital Strategy 2014 Fall
- 1. OAKLEY DIGITAL STRATEGY #DISRUPTIVEBYDESIGN
- 2. TARGET GROUP Risky Young Males. • Male 18 to 24 • College • Sub-/Urban living • Tech-savvy, social media • Sportive • Risky, strong opinion, takes social initiative
- 3. AIMS & OBJECTIVES • Founding principle Disruptive Design • Goal: • Strengthen Positioning • Young, high-performance gear, adventurous • By reinforcing mission: • Disruptive design by mixing science & sesign
- 4. BIG IDEA #DISRUPTIVE BY DESIGN • Uses founding principle “Disruptive Design” • Oakley provides gear to become better at something • Disruptive force • Content marketing • HQ-Videos: sports practiced in unusual places • Sharing • Contest Prizes
- 5. CHANNELS (1) • FIRST: Maintain current strategy. • Website • Pool information of the campaign • YouTube • Starting point • Social Media • Facebook, Twitter (most active) • Share new contributions, existing videos & updates. • Communicate with contributors • SEO • Content improves organic search with Keywords/phrases such as: “disruptive by design, Oakley high-performance gear etc.”
- 6. CHANNELS (2) • SEM • AdWords • Ex. Key phrase: “Oakley disruptive by design contest”. • Blogging • Use Oakley blog • Feature contributors = brand advocates. • Connect to bloggers • Mobile • Videos as ads before e.g. “Epic Win Compilations”
- 7. MEASUREMENT KPI: Interaction & positively perceived image • Quantitative: interaction metrics & Qualitative: content analysis • Software: True Social Metrics Additional: • AdWords Analytics, Google Analytics, YouTube Analytics, content analysis of blogs (Technorati).
- 8. BUDGET Object Price Three videos $15,000.00 Social channels maintaining $7,500.00 Editor blog $7,500.00 AdWords $8,500.00 Monitoring $3,000.00 Prizes $5,000.00 Total Costs $46,500.00 TIMING • Three months • Start: Simultaneous release of the three different videos • End: Awarding prizes
- 9. SUMMARY • #DisruptiveByDesign • Young risky males • Content marketing & prizes • Variety of channels • Quantitative & qualitative analysis • 46,500 $