2. 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
3. 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.
4. Goals
• Raise
consumers’
awareness
of
Patagonia’s
Common
Threads
iniCaCve
• Increase
sales
and
brand
loyalty
amongst
consumers
5. Target
Audience
• Consumers
who
are:
– Ecologically
and
economically
conscious
– Spend
Cme
being
acCve
outdoors
– Higher
income
– Between
the
ages
of
18-‐50
6. 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
7. 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
8. 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
9. 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.
10. 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.
