George Farmer

COMPANY BACKGROUND

• Canopy goggles

• Canopy Charity Competition

• November – January

CAMPAIGN

BIG IDEA

Shaun White 2.3 Million Likes

Gretchen Bleiler 21,000 Likes

Danny Kass17,000 Likes

T-Pain 7.2 Million Likes

Lil Jon 1.3 Million Likes

Leveraging Oakley’s Sponsorships

TARGET AUDIENCE

• Males 18 – 24

• Unconventional / Adventurous / Risk Takers

• Above Average Household Income

• Participate in Snow Sports

TOOLS AND TACTICS

• Facebook /

• Ray Ban / Arrnette / Fox

• #CCC

• Google Adwords / Pay-Per-Click

CONTEST WINNER / FOLLOW UP PR

• Prize Award Event

• Press Releases

• Additional Free Media Coverage

KEY PERFORMANCE INDICATORS

• Canopy Goggle Sales

• Google Analytics

• Keyword Phrases

• “Oakley Canopy Goggles”

• “Canopy Charity Competition”

BUDGET

• $48,000 a month / three months

• Additional $50,000 for the

competition prize

• All additional funds will go toward

pay-per-click Google Adwords

Pay-Per-ClickDonation

SUMMARY• Canopy Charity Competition

• $50,000 Prize / Donation

• Athlete / Music Artist social media campaign

• Digital Media Strategy:

• Social Media across multiple brand platforms

• Google Adwords

• Press Releases

• Target: Males 18 – 24

• Total Budget: $194,000

• End Results:

• Boost in Oakley’s digital media presence

• Call to action for Canopy goggles

• $50,000 charity donation