nmdl final project - patagonia
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Patagonia’s “Common Threads” Digital Marke8ng Campaign
NMDL Summer 2013 Emily Smith
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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
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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.
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Goals • Raise consumers’ awareness of Patagonia’s Common Threads iniCaCve
• Increase sales and brand loyalty amongst consumers
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Target Audience
• Consumers who are: – Ecologically and economically conscious
– Spend Cme being acCve outdoors – Higher income – Between the ages of 18-‐50
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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
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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
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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
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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.
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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.