Patagonia Digital Strategy100% TRACEABLE DOWN INITIATIVE

RACHEL GITRE

The Big Idea

Increase awareness of 100% Traceable Down products

Increase sales of winter jackets in 6 months

Promote environmental responsibility and durability of Patagonia products

Target Audience

Environmentally conscious

Outdoor enthusiasts

Males and females 25-55

Social Media Presence

Social Media Presence

Innovative Tactics

Key Performance Indicators

100% Traceable Down page visits

YouTube promotional video views

Increase in Likes and Followers on social media

Targeted YouTube advertising with Google Adwords

Pay Per Click Weather Channel app advertising

Increase Awareness

Generate Leads

Increase Sales

Budget

Monthly Total:

$791,666.67

½ Year Total:

$4,750,000

Mobile App and Targeted

ads:

$4,210,000

Digital Agency:

$540,000

$570 million yearly revenue .05%=$28,500,000 yearly marketing

budget One third for Digital Marketing

leaves $9,500,000 for the year Weather Channel app targeted ad:

$12.50 per 1,000 views on iPhone or Android

$18.00 per 1,000 views on Tablet or iPad

Closing the Loop

Steer away from “hard sell”

Rather build and maintain trust of our audience

Remaining environmentally responsible as the world evolves

Continue to grow brand equity and acquire new customers

Thank You!