Patagonia’s  “Common  Threads”  Digital  Marke8ng  Campaign  

NMDL  Summer  2013  Emily  Smith  

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    

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.  

Goals  •  Raise  consumers’  awareness  of  Patagonia’s  Common  Threads  iniCaCve  

•  Increase  sales  and  brand  loyalty  amongst  consumers  

Target  Audience  

•  Consumers  who  are:  – Ecologically  and  economically  conscious  

– Spend  Cme  being  acCve  outdoors  – Higher  income  – Between  the  ages  of  18-­‐50  

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  

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  

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  

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.  

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.