Seminar task - Globalisation and the Media by Andrea Medrado

TOMS One for One model - Marketing agency.

2021-10-13 13:02:19 UTC

Leticia Haddad: Marketing agency recommendations

There are few changes that must be done:
Firstly, the country of focus is Guatemala which is located in Central America. TOMS' strategy should be tweaked and changed for the audiences of Guatemala. Through this new SMART objectives should be implemented to set a specific goal so that the company can reach that goal. However, for TOMS being an American brand and its headquarters being in Los Angeles, ethnographic research should be implemented as part of the research of Guatemala and its culture. However, TOMS need to choose a researcher who could relate to the Guatemalan culture or is at least from Guatemala. This will give the company a much deeper understanding of how they will need to target that consumer.
Due to the pandemic, ethnographic research won't be as effective due to the restrictions being made due to the global issue, so netnography in this case will be much more effective and will allow ethnographic research with the online communities. However, there are a lot of issues that TOMS might face due to the service available in that certain region, the confidential information needing to be established before being able to analyze the specific cultures or study "sociability, consumption, communities, identity, representation, and authenticity. (Kozinets, 2010 and Hine, 2000).

TOMS needs to make sure that they use key performance indicators (KPI), to make sure they are evaluating their measurable goals within their SMART objectives. Also, TOMS needs to see the bigger picture that the world is much more integrated and converged due to new technologies and the effect it has on mass communication. The idea is that a new sphere is created which is the media sphere expanding and growing even in developing countries. Also, TOMS might wanna use the PAS Framework which allows the company to see the media messages as the audiences would see them. This will give TOMS a much bigger understanding of their target market.

Finally, the most important note that TOMS need to adjust is that they should know how to learn from their mistakes and they can improve their "One for One" campaign.

Fatma Durmus Lopez: Pitch idea

TOMS’ “One to One” model re-launches in Guatemala

Today, TOMS’ “One to One” or “Uno por Uno” model has re-launched with a new strategy in place. The Blake Mykoskie-founded project is taking off with a set of new tweaked SMART objectives and a set of new goals to appeal to its intended Guatemalan target audience. It will now reform its strategy with ethnographic and netnographic research applied throughout its research process taking into consideration Guatemalan culture in order to execute an effective campaign.

TOMS has employed a team of researchers from Guatemala, where their expertise lie in Guatemalan culture to help with consumer insight and to help appeal to the market, as well as, constantly referring back to their SMART objectives making sure they are being measured correctly and constantly evaluated and optimized as the campaign progresses. KPI’s will also be implemented, this way the impact and engagement will be measured, it will help us gather a greater understanding of the target audience.

Lastly, TOMS will focus on identifying through their team the best way to give back to the community in the most effective way focusing on the most important aspects of developing a campaign that benefits everyone, aligning the communities values with ours.

Bibliography:
Pinterest, n.d. Brand Activism is getting ridiculous, and we all it. [image] Available at: [Accessed 13 October 2021].
Sage researchmethods, 2011. What is netnography. [image] Available at: [Accessed 13 October 2021].

TOMS press release

2021-10-15 08:01:59 UTC

What better plan than sharing a hot summer?

History is being made on Sunday 15th May 2022. The Toms’ campaign "One for One” is relaunching in Italy, aiming perfectly for the hot girls and boys summer of 2022, keeping their “alpargata” style unisex, for everyone to be comfy and in style, offering many different colours to all.

With much more options to offer, It is very important to highlight the importance of giving to the ones in need, and that’s what Toms does best. In the year 2006, Toms gave birth to their campaign, One for One, not being the pioneer on the campaign, managed to reach the top, and became the best-known company with that form of embedded giving. And, as the years have passed, there isn’t a thing that separates Toms from reaching their objective of giving.

Many celebrities have been spotted using Toms all around the world, some of them using them as go-to when deciding which pair of shoes they are using for a very long day. When choosing a pair of shoes, stars such as Zac Efron, Snoop Dogg, Zendaya, think about everything, comfort, price, design, and is a very attractive thing to know, that above all those characteristics, they support a charitable cause.

We are in touch with many more celebrities and influencers on being part of the relaunch of the brand’s campaign, already confirming with a time of anticipation their interest in our event and much more surprises.

For the relaunch of the Toms’ One for One campaign, we decided to create the hashtag #1F1HS, in order of keeping a count of users from all around Italy keeping up with all of the Toms’ news.

We are increasing the scale of productions of the new shoes, according to our calculations; the demand is high post-covid-19. People are revenge shopping and travelling. The shoes will retail at the same price as the existing shoes to maintain the success the previous collections have had. It will be manufactured at existing factories in China, Argentina and Kenya. Due to the scale of production, three new factories will be built in India, Brazil and Haiti.

We are producing a range of unisex shoes in all adult and kids sizes. The shoes have a new technology, which makes them suitable and wearable for long hours. Who said that we need to give up comfort for style.

A survey has found that customers were appreciative of the charitable and fairtrade practices. It asserted that these shoes were what the consumers wanted.

^{Alvaro Alcivar and Dhanalee Zaveri}

Hello, this is a test :)

medradoa — 2021-10-15 09:26:53 UTC

TOMS Marketing Recommendations

2021-10-15 09:36:49 UTC

Relaunch the campaign in Ireland, where they are all more connected (social media wise) to America and the United Kingdom where they can see Tom's more easily and are more familiar with the brand. Ireland has also been used in other campaigns to help those in need, such as TKMax’s campaign with Enable Ireland which has raised 2.2m.

Focusing on using social media platforms as it is free. The company can save money on advertising and the campaign will hopefully generate good PR for earned media. Using Twitter, Instagram and Facebook. If needed, celebrity endorsement from well-known stars that use the brand, such as Zac Efron, Jessica Alba etc.

The target audience should be young, educated, employed adults between 25-34. This target audience is the dominant consumer on all three social media platforms we intend to use and is also a market TOMS has targeted before.

CTA: Buy a pair of shoes to help those in need.

SLOGAN: More than a company, more of a community.

TWITTER PLAN: (retweet 200ppl pw)

Facebook posts are important for TOMS to utilise as… Individuals aged 25 to 34 years made up the largest group of Facebook users by age in the United Kingdom (UK), as of July 2021. (Statista, 2021)

Instagram Posts are important for TOMS to use as…

15.7 percent of global active Instagram users were women between the ages of 25 and 34 years. More than half of the global Instagram population worldwide is aged 34 years or younger (Statista, 2021)

Twitter is also important for TOMS to use as...

As of April 2021, Twitter global audience was composed of 38.5 percent of users aged between 25 and 34 years old. The second-largest age group demographic on the platform was represented by users aged between 35 and 49 years old, with a share of almost 21 percent. (Statista, 2021).

Chloe, Sophia and Mia

Toms marketing recommendation.

2021-10-15 09:54:00 UTC

We aim to re-launch their campaign in support of Palestine. Instead of donating shoes we have picked up on a current scheme in which they donate 1/3 of profits to charity, this time around we chose Palestine due to the global media coverage it has received support from everywhere on almost every platform.

Our demographic is housing we want Toms donation to go towards building a community and creating a safe space for the population to build normality.

We have used the middle east. This is because a vast majority recognise Palestine as their own. alongside countries such as Saudi Arabia which is the largest country in the middle east and one of the richest, as well as Turkey due to its high tourism rate we feel this could earn media for a wider reach hopefully adding to the campaigns success.

Using platforms such as Facebook, Youtube and Instagram we aim to release an emotional video featuring people wearing the shoes helping repair what is left of Palestine. We chose these platforms as they are easily accessible and easy to broadcast for a further reach.

TOM'S ADVERTISING CAMPAIGN (social media)

2021-10-15 09:56:27 UTC

The main idea for the ad video would be to choose someone, who is well known not only in the country we are focusing which is Brazil but internationally and that would be able to speak English and other languages.

We would do a collaboration with this person, who is a singer in Brazil called "Anitta". In the video she would be singing and demonstrating the reality that many people don't see it, sharing the less fortunate daily life. The aim would not be for people to feel bad fo them, but for them to see how life is in other perspective and that the action of buying the shoe could help a lot. Some people need to see with their eyes another reality in order to have empathy and "put themselves in other's peoples shoes.

The video would be 3 mins long and the social media platform that could be used to promote the video would be YouTube, Instagram and Facebook.

Muriel, Carina, Benedetta, Eden and Ladan.