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Oakley Drives
PerformanceApparel
Brandon Laetz
NMDL Summer 2013
About Oakley
 “Oakley was created for world-class athletes, those
who see the limits of possibilities as just another
cha...
Target Market
 Sports/OutdoorApparelUsers
 Promote to those that live an active lifestyle
 Also to people who take perf...
The Big Idea
 “Oakley Drives Performance” Contest
 Social Media Campaign
 Pictures/Videos showing how “Oakley Drives
Pe...
“Oakley Drives Performance”Contest
 Runs for the month of July
 Submit entry overTwitter or Facebook with
#OakleyDrivesP...
AdWords
 UseAdWords to promote the “Oakley Drives
Performance” campaign
 If people search “Oakley” on search engines, th...
KPI’s
 10,000 submissions over the month of July
 Monitor social media feed and encourage
interaction
 Retweet and repo...
Tools &Tactics
 Social Media
 Facebook,Twitter, and Instagram
 People can interact and make submissions with
the #Oakle...
Budget
 Total Budget = $117,500
 Dedicated In House Social MediaTeam = 70,000
for 1 Month
 External PRTeam = $40,000
 ...
Summary
 Digital marketing campaign to create interaction
and brand recognition to Oakley’s target market.
 Interaction ...
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NMDL Presentation (Oakley)

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NMDL Presentation (Oakley)

  1. 1. Oakley Drives PerformanceApparel Brandon Laetz NMDL Summer 2013
  2. 2. About Oakley  “Oakley was created for world-class athletes, those who see the limits of possibilities as just another challenge.” Oakley.com  Founded in 1975 and headquartered in Southern California  SportsApparel and Sunglasses  Currently hold more than 600 patents Oakley Headquarters Photo Credit of Oakley.com
  3. 3. Target Market  Sports/OutdoorApparelUsers  Promote to those that live an active lifestyle  Also to people who take performance apparel to the edge.  Ex: Mountain Bikers or Football Players  Must differentiate themselves from competitors  Main Competitors: Nike,Adidas, Ray- Ban, Quicksilver
  4. 4. The Big Idea  “Oakley Drives Performance” Contest  Social Media Campaign  Pictures/Videos showing how “Oakley Drives Performance”  Use in-house social media team to take submissions and interact with customers  Hire temporary external PR team to handle the media  AdWords Campaign  Use AdWords to pair with Social Media Contest
  5. 5. “Oakley Drives Performance”Contest  Runs for the month of July  Submit entry overTwitter or Facebook with #OakleyDrivesPerformance  Best entry wins a $1,000 Oakley shopping spree. Example of what a submission could look like: Photo Credit of Oakley.com
  6. 6. AdWords  UseAdWords to promote the “Oakley Drives Performance” campaign  If people search “Oakley” on search engines, they will see user content on “Oakley Drives Performance”  Shows consumers that apparel is trusted.  Adwords Example: Oakley Drives Performance Apparel ForThe Active Lifestyle EnterToWin 1,000 Shopping Spree! www.oakley.com/contests
  7. 7. KPI’s  10,000 submissions over the month of July  Monitor social media feed and encourage interaction  Retweet and repost the best submissions daily  Run a survey of our customer service before and after the contest.  Compare data to see if customer service ratings increased  Increased social media interaction will hopefully increase customer service rating
  8. 8. Tools &Tactics  Social Media  Facebook,Twitter, and Instagram  People can interact and make submissions with the #OakleyDrivesPerformance  Can also see other submissions that people are entering  Interaction with customers increases brand awareness and customer service.  Campaign allows for low-cost/high interaction strategy
  9. 9. Budget  Total Budget = $117,500  Dedicated In House Social MediaTeam = 70,000 for 1 Month  External PRTeam = $40,000  AdWords = $6,500  Prize Money = $1,000
  10. 10. Summary  Digital marketing campaign to create interaction and brand recognition to Oakley’s target market.  Interaction will create more impressions  Maximizing impressions will lead to more sales  Use consumer experiences to drive sales  Submissions will be used as free apparel advertising  Low Cost Advertising

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