OLD SPICE DIGITAL MARKETING STRATEGY

By Lucas CarraA44670891 Due: 4/7/2014

TARGET AUDIENCE• We want to target men

ages 18-30. • High school and college

graduates that care about their appearance and possess purchasing power.

• Also target women within the same age range.

• Women often buy hygiene products for their significant other.

CAMPAIGN GOALS

•Gain new customers and maintain relationships with loyal customers.

• Stay ahead of the competition through innovation and appeal.

THE BIG IDEA

• The Big Idea behind Old Spice is that a man can smell great and still be a man.

• We want women to see Old Spice as a “mans-man” product that will smell amazing.

SOCIAL MEDIA

• Facebook, Twitter, and other social media sites will be used to advertise the product.

• Old Spice will track popularity of the brand through online mentions.

VIRAL MARKETING • Create series of entertaining

viral videos.

• Gage performance on number of views, shares, and likes.

TELEVISION AND MOBILE

• Regular television ads will take place, as well as high cost advertising done during the Super Bowl.

• Mobile banner and in-app advertising will be used.

KEY PERFORMANCE INDICATORS

• Social Media Metrics

• Facebook increase 30%

• Twitter increase 30%

• YouTube hits increase 20%

• Track product sales

• Track promotion effectiveness

BUDGET

• P&G spent $26 million in 2012.

• In 2014 they will spend $29 million when agency fee’s, production costs, and other digital media costs are considered.

• There will also be two 15 second super bowl ads that run for $2 million each.

SUMMARY

• The digital marketing campaign will engage the consumer, while promoting the Old Spice and its quality product line. Men can smell great while being a man, that’s the bottom line.

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