OAKLEY DIGITAL STRATEGY

#DISRUPTIVEBYDESIGN

TARGET GROUPRisky Young Males.

• Male 18 to 24

• College

• Sub-/Urban living

• Tech-savvy, social media

• Sportive

• Risky, strong opinion, takes social initiative

AIMS & OBJECTIVES• Founding principle Disruptive Design

• Goal:

• Strengthen Positioning• Young, high-performance gear, adventurous

• By reinforcing mission: • Disruptive design by mixing science & sesign

BIG IDEA #DISRUPTIVE BY DESIGN• Uses founding principle “Disruptive Design”

• Oakley provides gear to become better at something

• Disruptive force

• Content marketing

• HQ-Videos: sports practiced in unusual places

• Sharing• Contest Prizes

CHANNELS (1)• FIRST: Maintain current strategy.

• Website

• Pool information of the campaign• YouTube

• Starting point• Social Media

• Facebook, Twitter (most active)• Share new contributions, existing videos & updates. • Communicate with contributors

• SEO

• Content improves organic search with Keywords/phrases such as: “disruptive by design, Oakley high-performance gear etc.”

CHANNELS (2)• SEM

• AdWords• Ex. Key phrase: “Oakley disruptive by design contest”.

• Blogging

• Use Oakley blog• Feature contributors = brand advocates.

• Connect to bloggers • Mobile

• Videos as ads before e.g. “Epic Win Compilations”

MEASUREMENTKPI: Interaction & positively perceived image

• Quantitative: interaction metrics & Qualitative: content analysis

• Software: True Social Metrics

Additional:

• AdWords Analytics, Google Analytics, YouTube Analytics, content analysis of blogs (Technorati).

BUDGETObject Price

Three videos $15,000.00

Social channels maintaining $7,500.00

Editor blog $7,500.00

AdWords $8,500.00

Monitoring $3,000.00

Prizes $5,000.00

Total Costs $46,500.00

TIMING

• Three months• Start: Simultaneous release

of the three different videos• End: Awarding prizes

SUMMARY• #DisruptiveByDesign

• Young risky males

• Content marketing & prizes

• Variety of channels

• Quantitative & qualitative analysis

• 46,500 $

#DisruptiveByDesign