Oakley Drives Performance Apparel

Brandon LaetzNMDL Summer 2013

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

Sports Apparel and Sunglasses

Currently hold more than 600 patents Oakley Headquarters

Photo Credit of Oakley.com

Target Market

Sports/Outdoor Apparel Users 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

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

“Oakley Drives Performance” Contest

Runs for the month of July

Submit entry over Twitter 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

AdWords

Use AdWords 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 For The Active Lifestyle

Enter To Win 1,000 Shopping Spree!

www.oakley.com/contests

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

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

Budget

Total Budget = $117,500 Dedicated In House Social Media Team

= 70,000 for 1 Month External PR Team = $40,000 AdWords = $6,500 Prize Money = $1,000

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