old spice digital marketing strategy
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TRANSCRIPT
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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