1. OLD SPICE DIGITAL
MARKETING STRATEGY
By Lucas Carra
A44670891 Due: 4/7/2014

2. 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.

3. CAMPAIGN GOALS
• Gain new customers and
maintain relationships with
loyal customers.
• Stay ahead of the competition
through innovation and appeal.

4. 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.

5. 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.

6. VIRAL MARKETING
• Create series of entertaining
viral videos.
• Gage performance on number of
views, shares, and likes.

7. 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.

8. KEY PERFORMANCE INDICATORS
• Social Media Metrics
• Facebook increase 30%
• Twitter increase 30%
• YouTube hits increase 20%
• Track product sales
• Track promotion effectiveness

9. 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.

10. 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.

11. END