One for One | Digital Strategy

One for One

Digital strategy to generate brand awareness and involvement with the community


1. I chose to generate a digital strategy for the brand TOMS. TOMS is a brand known for their canvas shoes and their philanthropic sales promise, “one for one”

2. Toms was founded in 2006 by Blake Mycoskie when he befriends children in Argentina and saw that they didn’t have adequate shows to protect their feet. With every purchase of TOMS shoes, a pair is donated to a person in need. TOMS donates to communities all around the world, in over 60 countries on 5 different continents. TOMS has recently expanded their donations to eyewear and water giving through coffee purchases. TOMS has donated more than 10 million pairs of shoes and helped restore site to over 200,000 people. 

3. TOMS target market is primarily men and women ages 19 -24 and secondarily 12 -18 year olds that are creative trendsetters. These people are socially active and more likely to spread the message of TOMS. This means that they are aware of trends and can be trend setter. TOMS targets these people because they are trying to increase the awareness of the brand and it’s involvement in the community. TOMS also wants their consumers to engage more with the brand and the communities they donate to.

4. To successfully reach the target audience, TOMS will have an extensive digital media strategy focusing on the people and communities TOMS has donated too, as well as consumer engagement. TOMS wants to raise awareness of not only the brand, but the ways in which the brand is involved with the community. Philanthropy is what started TOMS, and the company wants their message to be spread.

5. TOMS is a $300 million company that has an annual budget of $5.7 million. The budget will be allocated across social media, search engine marketing, and mobile technology. Social will account for 50% of the budget, allowing $2.85 million to be spent yearly, leaving $1.43 million for SEM and mobile advertising .

6. Because TOMS is not trying to increase sales with this strategy, there is no factual ROI. The social strategy is ongoing and will be measured by the number of “likes”, “shares: and impressions each post receives. The goal is to raise the impressions and shares by 25%, increasing the reach and awareness of the brand. The SEM portion of the strategy will be measured by the impressions it receives. Similar to the social strategy, the more impressions that are fired, the more people potentially becoming aware or reminded of TOMS. SEM will also be measured by the clicks on certain landing pages. For example, we will measure clicks to the “Stories” and “One for One” pages because those relate to community involvement. Mobile will be measured by the number of downloads our TOMS app receives, and further time spent on app.

7. To remind you of our goal, to raise impressions and shares by 25%, the social portion will include Facebook, a blog and Instagram. The social portion is 50% of the strategy because it is the most efficient way to reach our target market. The target is greatly influenced by social media, and is most likely to share something or spread the word.

The Facebook and blog content will link together; containing stories about the people and communities TOMS donates to. The blog will feature personal stories about people who have been affected by TOMS. The posts will also give followers the chance to read about the communities positively affected by TOMS so they can see the benefits of their purchases come to life.

Instagram will be used to showcase people in need when they get their pair of TOMS. Instagram will also be used to run contests encouraging followers to engage with the brand, posting their own pictures of a time they gave back to a community wearing TOMS. This will create a mental link of TOMS to community service and philanthropic events, generating a positive brand image.

8. Google Adwords will be used to generate search advertisements based on a select group of keywords. The budget will be put toward keywords such as, “brands that give back”, or “brand community involvement”. These keywords are unique to the goal of the campaign, and are not used to sell TOMS. TOMS will also have behavioral targeted ads that fire based on a person’s interests and their relation to the target market. TOMS is using SEM to create a connection between searches that relate to giving back and the brand.

9. The mobile portion of the strategy will include a free downloadable app. The TOMS app will keep users connected with the brand, before and after purchases. The app will provide users with the opportunity to design their own TOMS, and choose the location of the given pair. Once the location is chosen, the user can follow the status of the person or community, and see how they are directly affecting people. The app will also have a newsfeed that shows the impact of TOMS daily in the world. The success of the mobile app will be measured by how many downloads it receives, and how much user interaction there is with the communities.

10. With the use of social media, Internet marketing, and mobile applications, TOMS will be able to showcase its involvement with the world and reach a larger audience. With unique social content, TOMS will acquire more shares, generating more impressions. TOMS will also have a larger social impact compared to other brands. The mobile app will create a platform for consumers to interact with the brand and the communities it’s donated to around the world. These tactics will help TOMS reach their goal of higher brand awareness and consumer engagement.  



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