1. George Farmer

2. COMPANY
BACKGROUND

3. CAMPAIGN
• Canopy goggles
• Canopy Charity Competition
• November – January

5. BIG IDEA
Leveraging
Oakley’s Shaun White Gretchen Bleiler
2.3 Million Likes 21,000 Likes
Sponsorships
Danny Kass T-Pain Lil Jon
17,000 Likes 7.2 Million Likes 1.3 Million Likes

6. TARGET AUDIENCE
• Males 18 – 24
• Unconventional / Adventurous / Risk Takers
• Above Average Household Income
• Participate in Snow Sports

7. TOOLS AND TACTICS
• Facebook /
• Ray Ban / Arrnette / Fox
• #CCC
• Google Adwords / Pay-Per-Click

8. CONTEST WINNER / FOLLOW UP PR
• Prize Award Event
• Press Releases
• Additional Free Media
Coverage

9. KEY PERFORMANCE INDICATORS
• Canopy Goggle Sales
• Google Analytics
• Keyword Phrases
• “Oakley Canopy Goggles”
• “Canopy Charity Competition”

10. BUDGET
• $48,000 a month / three months
• Additional $50,000 for the
Pay-Per-Click
Donation
competition prize
• All additional funds will go toward
pay-per-click Google Adwords

11. SUMMARY
• Canopy Charity Competition
• $50,000 Prize / Donation
• Athlete / Music Artist social media campaign
• Digital Media Strategy:
• Social Media across multiple brand platforms
• Google Adwords
• Press Releases
• Target: Males 18 – 24
• Total Budget: $194,000
• End Results:
• Boost in Oakley’s digital media presence
• Call to action for Canopy goggles
• $50,000 charity donation