3. Target Audience:
● Ages 16-30’s
● “TOMS for Prom”
● Weddings with TOMS
● TOMS even makes shoes for
babies
4. Goals:
● Increase awareness on the
purpose for “One for One
campaign
● Help those in need by giving
them new shoes to cover
their feet
● Attract audience with a good
cause campaign and a
fashionable shoe selection
6. Tools & Tactics: Raise Awareness
● By using social media, such as
facebook posts, hashtags
#raiseawareness, and
Instagramming TOMS, this will
reach out to a new branch of
audience.
● Using digital marketing will help
raise awareness to the campaign
“One for One”
● Make an Instagram page
“TOMSraises”
7. Tools & Tactics
● Instagram page: #TOMSraises”
contest:
-Post a photo of your TOMS and how you
gave back to a child in need. Must use the
hash tag to be in the contest.
-The photo each month with the most likes
wins a FREE pair of TOMS.
Instagram: $200 x 4 years=$292,000
8. Key Performance Indicators:
● To measure TOMS campaign
productivity through:
-Google adwords
-Increase interaction on
social media (Facebook,
Twitter, Instagram account
etc.)
-Increase in sales
9. Facebook: $250 x 3 years=
$273,750
Twitter: $200 x 3 years= $219,000
Instagram: $200 x 4
years=$292,000Total: $784,
750
Budget: $ 1.5 Million
10. Conclusion:
● Gain audiences
attention for the “One for
One campaign
● Raise awareness of the
cause
● Use the digital media
strategies to reach out
to target audiences and
attract new followers.
