Moosejaw wants to create a holiday social media campaign called "Share the Madness" to promote their brand values and expand their reach. The campaign will feature real people wearing Moosejaw gear and helping their community, with discounts on featured items each week. Consumers will be encouraged to share photos and videos with #SharetheMadness for prizes. The goals are to increase social media followers by 20% through sponsored athletes, videos, and contests running from Thanksgiving to New Year.

1. Created By: Whitney Webb

2. Moosejaw’s Current Social Media Presence
159,437 likes on Facebook
Weekly Cover Photo
Contests
Over 24,000 Twitter
Followers

3. Target Audience
Primary: Males and females ages 16-
25
Millennials, Social Media Savvy
Active
“Carpe Diem”
Secondary: The parents of these young
adults
Aware of the variety of outdoor
gear brands available
Spend time researching different
brands and deals
Use Social Media

4. The Big Idea
Current Slogan “Love the
madness”
“Share the madness”
Sharing the Moosejaw values
Holiday Campaign

5. The Campaign
Create videos of REAL people wearing
Moosejaw gear, while helping out their
community
For example, you might see someone
teaching kids how to snowboard
The apparel that the subject is wearing in the
video will also be on extra discount the week
the video debuts
“Notable Humans of Detroit”

6. The Campaign
Ask consumers to Tweet or
post pictures of themselves,
friends, or families, of
wearing Moosejaw gear, and
doing something positive or
productive
Twitter Q&A
#Sharethemadness
Generate search engine
keywords
Update Smart Phone App

7. Implementation
Videos posted on social
media sites
Facebook
Twitter
YouTube
Incentives
Participants will receive
promotions and coupons
for online

8. Brand Awareness
Sponsoring winter sports athletes
or events
For example, Michigan born
Olympic snowboarder, Danny
Davis, could be a potential
sponsoree
Or work with ex-snowboarder
Kevin Pearce, and his charity
Love Your Brain, that promotes
helmet and sport safety

9. Timeline, Measurement & Budget
Start a week before Thanksgiving and
last until the New Year
Each week until Christmas, the
Twitter Q&A will be held from 3-6 pm
New video of the campaign, along
with promotions and coupons posted
every week
Measuring the success of the campaign:
The increased number of Facebook
likes, and Twitter followers,
downloads of the phone app.
Our goals for this campaign is to
increase those numbers by 20%
For our budget, we will use the 2% online
and social media advertising rule

10. Summary
Social media driven campaign
Holiday campaign
"Share the madness”
Expand the Moosejaw brand
name