Old Spice Wild Cyber Challenges DMNL,Yuping Huo Dec. 01, 2012Sunday, December 2, 12
Issue I: The challenge Overview contest doesn’t get enough attentions, and thus, Wieden+Kennedy, the attendants. advertising agency of Old spice, Issue II: On the other is looking for talented social hand, it can also turn to be media strategists by offering a an opportunity for Old Spice challenge list on its website. to reinforce its active social media presenceSunday, December 2, 12
The Contest Simply speaking, on any of the following sites: Pinterest, Reddit, SlideShare, Facebook, Twitter, LinkedIn, YouTube, allrecipes.com, Instagram, Quora Get the most attention; Create virally popular contentsSunday, December 2, 12
Goals 1. Let more potential participants (e.g., social media strategists, advertising students, etc.) to see and engage into the game. 2. Let more people to see the genius work of the games BIG IDEA: participants WILD CYBER CHALLENGESSunday, December 2, 12
Objectives Stage I Engaging social media talents - Increase the trafﬁc landing to W+Ks contest page to at least 10,000 visitors - Increase the "like" and "share" of Old Target Groups Spices contests on social media Advertising job seekers, especially in the social - Increase the number of participants media area. joining into the game to at least 1000 peopleSunday, December 2, 12
Stage I Engaging social media talents Tactics - Google AdWords campaign - Release contest information on W+K’s and Old Spice’s LinkedIn page. - Release contest information in advertising groups on LinkedIn. - Use Old Spice’s huge fans base on Facebook to widen the spread of the contest. - Release the contest information on Old Spice’s Twitter account.Sunday, December 2, 12
Stage II Showcasing those genius works Objectives - Increase the trafﬁc to Old Spices and W+Ks contest pages on social media, on which the participants work are presented Target Groups - Increase the trafﬁc to participants works, if the - Fans of Old Spice work is based on social media - Increase the "like" and "share" of participants - Advertising and Marketing works professionals - Get the contest reported by media and - Bloggers and reporters who independent bloggers, who cover branding, cover the social media marketing marketing, and advertising topicsSunday, December 2, 12
Tactics - Use social media platforms Stage II Showcasing those genius works to leverage the inﬂuence of those participants’ works - Pitch bloggers and reporters to cover the issueSunday, December 2, 12
Monitoring Evaluation KPI Tools - Number of unique visitors to W+Ks - Google Analytics and Old Spices contest page & - Google Keyword Tool - Number of participants - Google AdWords - Number of participants submissions - Facebook Insights - Number of "like" and "share" of - SocialBro contest itself, and participants works - Inﬂuential media and blog coverageSunday, December 2, 12
Budget Google CPC for paid search on Google in 2011: $1.04 Expected number of visitors: 10,000. AdWords Cost on Google AdWords Campaign = $1.04x10,000 = $10,400 Social Media 5people x 30days x 8hr/day x 15dollar/hr Account = $18,000 Management Total $10,400 + $ 18,000 = $28,400 ENDSunday, December 2, 12
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