The document proposes an integrated marketing campaign to launch a new Bluetooth earmuff product in Canada. It involves developing an online hub and engaging influencers and audiences on social media. The campaign aims to build interest leading up to a launch event at an ice bar in Toronto on November 1st. Attendees will experience the product being worn by all staff. The goal is to establish the earmuff as a must-have winter accessory and drive sales during the holiday season by generating over 2.5 million media impressions from earned and owned marketing channels. Metrics like website traffic, social mentions, and media coverage will evaluate the campaign's qualitative ROI.

1. Case Study:
The Bluetooth Earmuff: Defy and
Unleash the Cold
Presented November 24, 2010

2. What is the Bluetooth Earmuff?
It's uniquely Canadian: stylish, classic with a modern use.
Available in classic Canadian plaid and classic black.

3. The marketing design concept...
Incorporating the classic Canadian look that is
trending now (think: Hudson Bay coats and classic
Sorel boots) with a modern use.
Boldly show your style and stay connected despite
the cold.

4. The Goal:
Establish the Bluetooth Earmuff as
Canada’s newest must-have winter
necessity for the stylish, tech- saavy,
sporty Canadian woman via an
integrated launch campaign just in
time for the holidays…

5. Market Research...
Bluetooth technology and applications have shown amazing
growth in recent years.
What do the numbers say? According to tech market
research statistics:
Bluetooth continues to be the most successful wireless
interface technology EVER.
One BILLION Classic Bluetooth devices shipped in 2010, led
by its over 65% penetration of the mobile phone market.

6. The Challenge…
Distinguish a new addition to the Bluetooth
accessory landscape in a very cluttered market.
How: Establish the product as the most stylish
way to stay connected this winter in a market with
big competitors like Apple accessories and tech
active wear.

7. Distinguishable from our competitors?
You betcha....
And who are "they"?
Stylish tech accessories through Lululemon and Bonfire.
Non-tech winter accessories like the Burberry earmuff.
Why will we overcome our competition?
• Price point
• Multiple use
• Style AND substance
• Active AND fashionable

8. Who represents our target market?

9. This woman:
Who is she?
Style conscious, tech-
savvy, urban, cost-
conscious active,18-40

10. Why her?
Women are responsible for 83% of all consumer purchases.
Bluetooth technology and applications have shown exceptional growth
in recent years, however the market has not spoken directly to women
to engage them through a smart, stylish device application.
Especially Canadian women.
The product's low price point and design aesthetic (the classic earmuff)
are more strategically competitive with stylish, winter accessories than
traditional tech gear.
While men may use the product for its value, the look and feel is more
reliant on the active, style-conscious winter warrior woman.

11. The concept...
Defy and Unleash the
Cold.

12. To Defy....
Boldly defy winter and stay connected to your
friends, your music and your style.

13. To Unleash...
To break ties from the binds of clumsy cords
into a wireless world of fashion...
To break the mold...
To show your style and stay connected
despite the cold Canadian winter...

14. Canada is cold.
...but we like to
keep active and
look good.

15. How do we engage this audience?
Create an integrated digital, social and experiential strategy to
start conversations and generate interest where we know our
audience hangs out online:
Facebook, Twitter, Foursquare, blogs, Digg, StumbleUpon,
Reddit Youtube...
Listen to their conversations.
Engage by asking the question:
How do you defy and unleash the cold?

16. Integrated Campaign Strategy...
Listen and unite our audience
through social and experiential
engagement to build interest and
drive users toward the Bluetooth
Earmuff Nov. 1 launch.

17. Tactics
1. Engage Audience Digitally - Develop the Defy and Unleash
the Cold microsite
2. Social media engagement on Facebook and Twitter to
engage in conversations and drive activity to the microsite hub
3. Build momentum towards a themed launch event
4. Track progress with social media monitoring, web analytics
and traditional monitoring

18. um...ok. but how?
Listen and contribute to online
conversations through a targeted
social media strategy with a goal to
steer audiences toward the Defy and
Unleash the Cold compelling and
informative microsite.

19. Defy and Unleash the Cold
Microsite
Features:
• User-friendly information and features of the Earmuff to
demonstrate its value
• Act as a hub for social media activity, linking seamlessly
with Facebook, Twitter, Blogs, etc.
• Offer product information, easily accessible user guides,
technical specs, and where-to-buy info.
• Daily style "how I boldy defy winter" blog
• Media application with streaming music for playlists to
stay active, engaged and fierce as the cold approaches
• Countdown to launch event and contest to win Bluetooth
Earmuff and get on the guest list

20. Engage Influencers Early
Public Relations....
Start talking to tech, style and living media influencers now in
the months and weeks leading up to the launch event to offer
exclusivity, build engagement and interest
Social and Traditional Media:
Offer sample products to influencers to get them talking and
interested in coming to the launch event and build in long lead
time for holiday gift guides

21. Start a countdown to drive interest to
the launch event...
Leading up to the Nov 1 launch of Bluetooth Earmuff, engage social media users
and encourage to answer the question,
How do you defy and unleash the cold?
As part of a contest to win entrance to an exciting, themed exclusive launch party.
Through Twitter and Facebook :
Facebook page posts and likes and Tweets that answer the above question using
the hashtag #defyandunleash will allow us to create a two way conversation and
for users to get a get on the guest list for the Defy and Unleash the Cold with the
Bluetooth Earmuff launch party AND! chance to win Bluetooth Earmuffs!

22. What is so great about this launch
event?
In support of the Defy and Unleash the Cold
concept, the launch party will be chilled,
fashionable and bold.
Microsite visitors, Twitter followers and
Facebook fans will be able to check in real time
to see photos, videos and clips from the event
at...

23. Launch
Toronto's C Lounge Ice Bar

24. At the event...
The Bluetooth Earmuff will be the hero! Worn by everyone
from the doorguy, the hostesses, the wait staff, the
DJ...Video displays of streetstyle fashion showing the
brand's versatility from the fashion forward, to the sporty to
the tech-savvy.
Guests - an exclusive mix of contest winners, targeted
style, tech and living media, and targeted social
influencers and bloggers.
Engage - reward guests with who sign into the event with
the hashtag #defyandunleash via Foursquare with swag
and free product.

25. After the event: keep the momentum up...
Build on the microsite features to continue to engage
consumers once they have access to the product.
Loop back to launch attendees and socially engaged
buyers to share their photos as part of the microsite
style blog and playlist favorites.
Ask, now that you have Bluetooth Earmuff:
Tell us how you defy the cold with your Bluetooth
Earmuff - share your photos, the music you're
listening with the device

26. And Now...Measure Results...
Measure results we've been tracking and capture progress
through social, traditional and digital monitoring
- Track website hits
- Social media mentions and conversation trends
- Traditional media mentions
This is the return for the campaign - see how much interest,
activity and media the campaign can build to lead to sales!

27. Track Feedback...
Ask for it!
Part of encouraging an online community to engage with your
product is listening to how they will use it and how they would
improve it...
Post surveys and tech questions on the microsite, Facebook
and Twitter.

28. Logistics...

29. Timing
Develop design concept and microsite: June - Sept, 2011
In market digitally: Sept - Nov, 2011
Product Launch: Nov 1, 2011
Choice of timing:
To create conversations and drive sales for the holidays
and into the winter.

30. Integrated Campaign Cost Estimate:
Key Component: Cost:
Microsite
Development $ 80,000
Maintenance $ 10,000
Branding
Design concept $ 15,000
Event
AV $ 10,000
Venue $ 10,000
F&B $ 75,000
Entertainment $ 5,000
Admin
Social Media Monitoring $ 20,000
Account supervision $ 25,000
TOTAL $ 250,000

31. Metrics - Qualitative ROI
Utilize web analytics, social media tracking tools and traditional
media tracking tools to capture overall media impressions:
Throughout the campaign deliver updates and stats and final
audit:
Digital
Track microsite visits, clickthroughs, total unique views.
Social
Monitor and track social media mentions and impressions -
trending topics, conversations.
Traditional
Track traditional media mentions using media rating points
Microsite analytics measurement - clickthroughs, visits.

32. Metrics - Qualitative ROI
Tracking the social, digital, experiential and traditional media mentions
allow us to make a conservative forecast that we may garner:
30,000 microsite hits
1,500 Facebook fans
500 Twitter followers
Top 200 trending topic
Influencer blogger mentions -
Holiday Gift guide mentions - Toronto Star, National Post
Combined measurement of all media impressions:
2,500,000 impressions
$250,000 investment = an estimated ROI of 10 %

33. Bluetooth Earmuffs
Boldy defy and unleash the cold....