More Related Content
What's hot
What's hot (14)
Similar to NMDL Final Project - Patagonia
Similar to NMDL Final Project - Patagonia (20)
Recently uploaded
Recently uploaded (20)
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 brand loyalty and presCge 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 – Opinion Leaders/Influencers
- 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 plaYorm 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 & Tac8cs • 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 plaYorms
- 9. Key Performance Indicators • To measure consumers’ awareness of Common Threads: – Compare the number of people who take the Common Threads Pledge before/ aber the campaign – Measure visitor pacerns on Common Threads’ website before/aber the campaign • To measure brand loyalty amongst consumers: – Track online purchases made by consumers registered on Patagonia’s website – 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.