For our team collaboration in creating
our commercial video we decided to choose the organization, TOMS shoes. The
TOMS theme “one for one” demonstrates for every pair purchased, an additional
pair will be donated to someone in need.
As we researched on the TOMS website we wanted our focus to align with
the same demographics of the organization.
Our primary target audience consists of white females between the ages
of 18 and 35 who are single or newly married with a high school diploma or higher
education. However, we found other additional
audiences we will be targeting to including white males, Hispanics, as well as members
of the younger generation.
According to our research, we
considered the financial stability of our consumers and came to the conclusion
that they are from the middle to upper middle class. These buyers are typically social activists
and socially aware of global issues.
They want to make a difference and help solve these problems around the
world through the purchase of TOMS shoes.
Our target audience values are typically about connecting with others
through giving back to those less fortunate.
These buyers purchase items for a specific purpose, thus giving us a
reason to market TOMS shoes in this specific way.
Based upon our research we decided
to show the journey of the “one for one” philanthropic donation of TOMS
shoes. We are incorporating the aspect
of a traveling box from hands to hands.
It is a symbolic repetition of the TOMS movement around the world. We will be using people of the same demographic background as our research in our video to help viewers relate to the cause. Along with the variance of people, emotion
plays a big role in communicating our message.
For this reason we have chosen to incorporate music. These pieces all come together to create a
compelling narrative of the power how of one pair of shoes can make a difference.
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