TOMS SHOES
CAMPAIGN
media strategy
For this media strategy project, I worked in a group to create an ad campaign for TOMS Shoes. Our target audience for this 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.
Overview
Our campaign is centered around senior citizens and their needs. With the new Flex-Comfort shoe line, consumers can have the support and comfort they need to last throughout the day, no matter what they choose to do. This
line features two styles of shoes.
CAMPAIGN
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. To dive even deeper into the audience,
we also made target profiles
to personify the audience group.
research
specifics
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 the TOMS brand
from their competitors.
