NMDL Final Project - Patagonia
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Patagonia launched the Common Threads digital marketing campaign to promote its initiative encouraging sustainable shopping habits. The campaign aims to raise awareness of Common Threads and increase sales through social media posts, videos, ads and partnerships with bloggers. Performance will be measured by comparing pledges and website traffic before and after, and by tracking online purchases from registered customers. The six-month campaign has a $6.25 million budget allocated from Patagonia's annual digital marketing funds.
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NMDL Final Project - Patagonia
Patagonia launched the Common Threads digital marketing campaign to promote responsible shopping and clothing reuse. The campaign encourages consumers to take a pledge to only buy what they need and donate unwanted clothing. Patagonia will use social media, blogs, videos and banners ads over six months with a $6.25 million budget to raise awareness of Common Threads and increase brand loyalty. Performance will be measured by comparing the number of pledges before and after as well as online purchases and familiarity with Common Threads from shoppers.
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NMDL Final Project - Patagonia
Patagonia launched the Common Threads digital marketing campaign to promote responsible shopping and clothing reuse. The campaign encourages consumers to take a pledge to only buy what they need and donate unwanted clothing. Patagonia will use social media, blogs, videos and banners ads over six months with a $6.25 million budget to raise awareness of Common Threads and increase brand loyalty. Performance will be measured by comparing the number of pledges before and after as well as online purchases and familiarity with Common Threads from shoppers.
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NMDL Final Project - Patagonia
- 1. Patagonia’s “Common Threads” Digital Marke8ng Campaign NMDL Summer 2013 Emily Smith
- 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. 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. Goals • Raise consumers’ awareness of Patagonia’s Common Threads iniCaCve • Increase sales and brand loyalty amongst consumers
- 5. Target Audience • Consumers who are: – Ecologically and economically conscious – Spend Cme being acCve outdoors – Higher income – Between the ages of 18-‐50
- 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. 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. 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. 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. 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.