+

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