TOMS SHOES AND INKBLOT MEDIA
For this media strategy project, I worked in a group to create an ad campaign for TOMS Shoes. Our first task was to brand our group, which resulted in Inkblot Media. Our tagline, “From pen to page” represents transforming dreams into reality. The target audience for our campaign was senior citizens. After extensive market research, we created headlines and advertisements based off of the data. Using both intellectual and transformative approaches, we aimed to appeal to senior citizens’ want for independence, mobility, and a good deal.
AGENCY BRANDING
agency poster
color palette
agency song
Inkblot Media’s brand voice is professional and sophisticated, while keeping it spunky.
TOM’S CAMPAIGN
Our campaign is centered around senior citizens and their needs. With the new Flex-Comfort shoe line, consumers can have all the support and comfort to last throughout the day, no matter what they choose to do. This line features two styles of shoes.
slide from campaign pitch deck describing shoe models.
Senior citizens are described as 65+ years old. From our research we found that senior citizens’ spending goes primarily into healthcare, home improvement, and entertainment in greater quantities when compared to other generations. As people get older, clothing, transportation, and other leisure spending declines. We then looked at data surrounding social media use by our target audience, and outlined some target profiles.
We then dove into the specifics of our campaign, outlining our approach, our ideals, problems in the target market, the benefits and values of TOMS, and what differentiates TOMS from competitors.
Using these guidelines, we then created a series of advertisements designed for environments where our target market would be most likely to encounter them. We determined this from our audience research.
