1. Oakley Drives
PerformanceApparel
Brandon Laetz
NMDL Summer 2013

2. About Oakley
 “Oakley was created for world-class athletes, those
who see the limits of possibilities as just another
challenge.” Oakley.com
 Founded in 1975 and headquartered in Southern
California
 SportsApparel and Sunglasses
 Currently hold more than 600
patents
Oakley Headquarters
Photo Credit of Oakley.com

3. Target Market
 Sports/OutdoorApparelUsers
 Promote to those that live an active lifestyle
 Also to people who take performance apparel
to the edge.
 Ex: Mountain Bikers or Football Players
 Must differentiate themselves from competitors
 Main Competitors: Nike,Adidas, Ray-
Ban, Quicksilver

4. The Big Idea
 “Oakley Drives Performance” Contest
 Social Media Campaign
 Pictures/Videos showing how “Oakley Drives
Performance”
 Use in-house social media team to take
submissions and interact with customers
 Hire temporary external PR team to handle the
media
 AdWords Campaign
 Use AdWords to pair with Social Media Contest

5. “Oakley Drives Performance”Contest
 Runs for the month of July
 Submit entry overTwitter or Facebook with
#OakleyDrivesPerformance
 Best entry wins a $1,000 Oakley shopping spree.
Example of what a submission could look like:
Photo Credit of Oakley.com

6. AdWords
 UseAdWords to promote the “Oakley Drives
Performance” campaign
 If people search “Oakley” on search engines, they will
see user content on “Oakley Drives Performance”
 Shows consumers that apparel is trusted.
 Adwords Example:
Oakley Drives Performance
Apparel ForThe Active Lifestyle
EnterToWin 1,000 Shopping Spree!
www.oakley.com/contests

7. KPI’s
 10,000 submissions over the month of July
 Monitor social media feed and encourage
interaction
 Retweet and repost the best submissions daily
 Run a survey of our customer service before and
after the contest.
 Compare data to see if customer service ratings
increased
 Increased social media interaction will hopefully
increase customer service rating

8. Tools &Tactics
 Social Media
 Facebook,Twitter, and Instagram
 People can interact and make submissions with
the #OakleyDrivesPerformance
 Can also see other submissions that people are
entering
 Interaction with customers increases brand
awareness and customer service.
 Campaign allows for low-cost/high interaction
strategy

9. Budget
 Total Budget = $117,500
 Dedicated In House Social MediaTeam = 70,000
for 1 Month
 External PRTeam = $40,000
 AdWords = $6,500
 Prize Money = $1,000

10. Summary
 Digital marketing campaign to create interaction
and brand recognition to Oakley’s target market.
 Interaction will create more impressions
 Maximizing impressions will lead to more sales
 Use consumer experiences to drive sales
 Submissions will be used as free apparel
advertising
 Low Cost Advertising