Mock Media Plan
Nick Barbero
Fly
Human
Fly
Human
Fly
Global Q4 Integrated Flight Plan
& Specs Command Center
& Specs Command Center
Campaign Pillars
01
Joyful Movement
Bondi 9 hero — IG Stories, TikTok Spark, YouTube Pre-roll across lifestyle & run segments
02
Carbon X Performance
Elite race tech story — Programmatic retargeting, YouTube Bumper, Hulu CTV, NYC OOH
03
Holiday Gifting
Black Friday — Dec push · TikTok TopView, Meta Carousel, LA Highway OOH, programmatic display
Flight Details
Launch Date
Oct 1
Close Date
Dec 31
Target Audience
Adults 25–45
Target ROAS
4.2×
$4.5M
Total Budget
70%
Assets Approved
3
Urgent Actions
7
Active Channels
12
Creative Assets
13
Flight Weeks
Mock Media Plan·Nick Barbero
Campaign Mission
Own Q4.
Launch Bondi 9.
Make the world run.
Launch Bondi 9.
Make the world run.
Strategic Objectives
01
Awareness
Reach 120M unduplicated users globally via Programmatic, Social, OOH and CTV — maximizing Bondi 9 brand visibility at the top of the funnel.
Target: 852M Impressions · 120M Unique Reach
02
Consideration
Drive 2.4M qualified site visits via YouTube intent targeting, retargeting display, and CTV brand exposure during the consideration window.
Target: 2.4M Site Visits · 3.2% CTR (Social)
03
Conversion
Achieve 4.2× ROAS on $4.5M investment, generating $18.9M+ in tracked Q4 revenue through lower-funnel programmatic and social performance channels.
Target: 4.2× ROAS · $18.9M Revenue
Primary Target Audience
Adults 25–44
Health-conscious, performance-curious urban runners and lifestyle athletes with HHI $75K+ across US, UK, EU, AU and Asian markets.
Media Brief Highlights
Total Budget
$4.5M
Flight Period
Oct 1 – Dec 31
Active Channels
7
SOV Target
8%
Hero Product
Bondi 9
Target ROAS
4.2×
$4.5M
Total
Projected Returns
Proj. Revenue
$18.9M
Est. ROAS
4.2×
Blended CPM
$5.28
Impressions
852M
Allocation Detail
Pacing Status
Q4 Budget Deployed62%
$2.79M of $4.5M committed
Remaining Q4
$1.71M
Available for Nov–Dec push
incl. Black Friday surge
incl. Black Friday surge
Q4 Budget Notes
Programmatic (25%) anchors always-on retargeting and lookalike expansion across the open web. Social channels Meta and TikTok combine for 35% of spend, driving upper-funnel awareness and holiday conversion. OOH activates HOKA's physical brand presence in New York and Los Angeles. Competitors ON Running, Brooks, and New Balance currently command ~22% combined category SOV — this plan is designed to grow HOKA's share to 8% by December 31.
Paid Social
Meta / Instagram
$900K
20% of budget
Women 25–44 · Running & Lifestyle segments · Stories (Joyful Movement :15) + Feed/Carousel (Performance Range)
Paid Social
TikTok
$675K
15% of budget
Gen Z & Millennial 18–34 · Spark Ads (Unboxing ASMR :60) + TopView :15 for Black Friday burst
Video
YouTube
$675K
15% of budget
Running & fitness intent + in-market shoe shoppers · Preroll :30 (Carbon X 4) + Bumper :06 (teaser)
CTV / Streaming
Hulu CTV
$450K
10% of budget
HHI $75K+ households · Premium streaming context · Fly Human Fly brand film :30
Out-of-Home
NYC Times Sq. OOH
$337K
7.5% of budget
Mass consumer & commuter audience · 48×14ft static · Maximalist Cushion Skyward X
Out-of-Home
LA Highway OOH
$338K
7.5% of budget
LA commuter & lifestyle audience · 14×48ft bulletin · Bondi 9 Just Float creative
Programmatic
Programmatic
$1.125M
25% of budget
Display + video retargeting · 1P site visitors & cart abandoners · lookalike expansion across open web
Total Unduplicated Reach
120M
Unique Users · Global Q4
Across all seven channels, the Q4 campaign reaches an estimated 120 million unduplicated individuals globally — weighted toward 25–44 performance and lifestyle audiences in US, UK, EU, AU and Asia-Pacific.
Reach by Channel
Frequency Management
Frequency caps are enforced at the placement level to avoid ad fatigue and protect brand perception across the Q4 flight period.
| Channel | Daily Cap | Weekly Cap | Eff. Freq Target |
|---|---|---|---|
| IG Stories | 3× | 10× | 3–5× |
| TikTok Spark | 2× | 7× | 2–4× |
| YouTube Preroll | 2× | 5× | 3–5× |
| Hulu CTV | 1× | 3× | 2–3× |
| Programmatic Display | 5× | 15× | 5–7× |
| Campaign Avg. | 3× | 8× | 3–5× |
Total Impressions
852M
All channels Q4 2025
Avg. Impressions / User
7.1×
Weighted across all channels
Est. Share of Voice
8%
vs. 22% competitive set SOV
| Channel | Gross Budget | Net Media | Ad Tech Fee | Fee % | Target CPM | Est. Impressions |
|---|---|---|---|---|---|---|
| Meta / Instagram | ||||||
| Instagram Stories | $450,000 | $405,000 | $45,000 | 10% | $6.00 | 67.5M |
| Feed / Carousel | $450,000 | $405,000 | $45,000 | 10% | $6.25 | 64.8M |
| TikTok | ||||||
| Spark Ads | $450,000 | $405,000 | $45,000 | 10% | $5.40 | 75M |
| TopView :15 | $225,000 | $202,500 | $22,500 | 10% | $42.00 | 5M |
| YouTube | ||||||
| Preroll :30 | $450,000 | $405,000 | $45,000 | 10% | $6.50 | 62.3M |
| Bumper :06 | $225,000 | $202,500 | $22,500 | 10% | $4.20 | 48.2M |
| Connected TV | ||||||
| Hulu :30 | $450,000 | $405,000 | $45,000 | 10% | $28.00 | 14.5M |
| Programmatic | ||||||
| Display | $900,000 | $765,000 | $135,000 | 15% | $3.50 | 218.6M |
| Video / Retargeting | $225,000 | $191,250 | $33,750 | 15% | $5.80 | 33M |
| Out-of-Home | ||||||
| NYC Times Square | $337,500 | $320,625 | $16,875 | 5% | — | Unmeasured |
| LA Highway | $337,500 | $320,625 | $16,875 | 5% | — | Unmeasured |
| Total | $4,500,000 | $4,027,500 | $472,500 | Blended 10.5% | $5.28 | 590M+ |
Gross Budget
$4.5M
Total authorized Q4 spend
Net Media Value
$4.03M
After agency & ad tech fees
Blended CPM
$5.28
Weighted avg — measurable channels
Projected ROAS
4.2×
$18.9M estimated Q4 revenue
09 / 11 · Q4 2025 Campaign · Confidential
Stage 01
Awareness
852M
Total Impressions
Unique Reach
120M
Unduplicated users globally across all channels
Video Completion Rate
68%+
Target VCR for :15/:30 video placements
OOH Impressions
63M
NYC + LA combined flight period
Brand Lift Target
+8pts
Aided awareness lift vs Q3 baseline
Share of Voice
8%
Category SOV target vs. ON / Brooks / NB competitive set
Stage 02
Consideration
2.4M
Qualified Site Visits
Social CTR
3.2%
Blended click-through rate IG + TikTok
YouTube View-Through
22%
Site visits within 7-day view window
PDP Engagement
4.5min
Avg. time on Bondi 9 product page
Retargeting Pool
850K
Qualified 1P audience for lower funnel
Stage 03
Conversion
4.2×
Target ROAS
Q4 Revenue Goal
$18.9M
Attributed tracked revenue Oct–Dec
Blended CPM
$5.28
Weighted avg across measurable channels
Add-to-Cart Rate
18%
Of retargeted visitors from media
Black Friday Lift
+240%
Nov 28–Dec 2 vs prior 5-day avg
Next
Steps &
Actions
Steps &
Actions
Three assets require immediate attention before the Q4 launch window.
All other channels are tracking on schedule for Oct 1 go-live.
Key Milestones
Sept 20
TikTok Spark revision due — critical path
Sept 25
IG Reels revision deadline
Oct 1
Q4 campaign go-live — all channels
Oct 8
Meta Carousel final sign-off deadline
Oct 28
Mid-flight optimization review — reallocate toward top performers
Nov 15
Holiday gifting phase launch · budget surge
Dec 31
Campaign close — final reporting due Jan 7
Immediate Actions
01
TikTok Spark Revision
Asset HK-Q4-003 rejected — resubmit revised Unboxing ASMR video by Sept 20. Deadline is critical path.
02
IG Reels Feed Revision
Asset HK-Q4-006 needs revision — Mafate Speed 4 Trail Running video. Sept 25 deadline.
03
Meta Carousel Approval
Asset HK-Q4-010 in review — Performance Range carousel awaiting client sign-off by Oct 8.
04
YouTube Pre-roll Final Cut
HK-Q4-004 Carbon X 4 Speed Story in review — confirm :30 edit lock by Oct 1 go-live.
05
Holiday Phase Budget Shift
Approve $450K reallocation from Programmatic to TikTok TopView for Black Friday burst (Oct 20).
✓
All OOH Assets Cleared
NYC Times Square + LA Highway OOH fully approved and scheduled for production print.
HOKA × Meridian House Agency
Confidential — Q4 2025 Integrated Flight Plan · 11 Slides · For Internal Review Only