Post on 29-May-2015
description
transcript
+
TOMS Digital StrategyIncreasing brand awareness and consumer engagement
Andrea Zoia
+
TOMS
• Founded by Blake Mycoskie in 2006
• Donates a pair for every purchase
• Has given to 60 countries
• 10 million pairs
+
TOMS Target Market• Primary: Men and Women ages 19 -24 • Secondary: 12 -18 year olds
• Socially active•
+
The Big Idea
Use social media, Internet marketing and a mobile application to increase brand awareness and consumer engagement.
+ • $300 million dollar company
• $5.7 million annual budget
• Social media, Internet marketing and mobile advertising
Social 50%• $2.85 million
SEM 25%• $1.43 million
Mobile 25%• $1.43 million
Budget
Spend
+ KPI Measurements
Social
Likes
Shares
Mobile
Application downloads
Engagement with app
SEM
Impressions
Clicks on certain landing pages
+
Social Media
Facebook, blog and Instagram presence
• Reaches target market
• Facebook and blog used to tell success stories
• Instagram for visual proof and contests
+Search Engine Marketing Google Adwords to generate
advertisements and set daily budgets
Unique keywords that fit the goal of campaign
Behavioral targeted ads
Use of strategic keywords
+
Mobile
• TOMS Mobile app to increase engagement
• Showcase the brand daily success
• Connection to brand
• Design own TOMS
• Choose donation location
• Stay connected to community
+Results
• Lifestyle content• 25% more shares• Higher brand awareness• Larger social impact
• Increases consumer engagement before and after TOMS purchases• Keeps brand on consumers’ minds