Tayler CarpenterMSU New Media, Spring 2011

“Inventions wrapped in art. Oakley was founded on that idea, and it still defines us.”

– Jim Jannard, Founder

Oakley manufactures many diverse products including:

Women and men’s apparel Sunglasses Footwear

iPod cases Backpacks Goggles

Hats Racing Equipment

… and many more

Online Community

Bloody Eye

People post real-life, often gruesome, pictures after an accident and how Oakley eyewear protected their eyes.

No social media presence at all.

Challenges

Virtually no social media presence

Only seen as an eyewear manufacturer

Expensive

Goals

• Increase and command social media presence

• Promote other products i.e., footwear, apparel, racing equipment

• Become a household name

“Achieve your personal best. We’ll provide the

rest.”Interactive online community promoting your personal best while wearing and using Oakley products.

“Climbed Mt. Kilimanjaro!”-Mark, Utah

“Completed 100 perfect pushups!”

-Stacy, Texas

Step 1: Identify

Target Audience:

Active 18-34 year olds who seek adventure and love challenges.

Step 2: Go For ItSocial Media Attack:

Eat, breathe, sleep social media. Get the “achieve…” slogan and interactive community known. Be aggressive, not passive. Every second missed, is one less customer to have.

@OakleyPersonalBest

Oakley Personal Best Page

Oakley Personal Best Blog

Step 3: Budget

A simple equation:

Time = Money

Eyeballs = Consumers

Consumers = Money

A lot of time goes into launching a successful social media campaign. But don’t worry, when done right, it can pay off in the end.

Step 4:Timeline

Summer is finally here. Start in May 2011 and end in March 2012. There is no off season when it comes to being active. This will be enough time to measure the campaign results.

Step 5:Results

Success.

Google Analytics can help you keep track of your campaign and provide you with tracking information including clicks per page, busiest time of campaign, and even overall awareness.