1. Old Spice
Wild Cyber Challenges
DMNL,Yuping Huo
Dec. 01, 2012
Sunday, December 2, 12

2. 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 presence
Sunday, December 2, 12

3. 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
contents
Sunday, December 2, 12

4. 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 game's BIG IDEA:
participants WILD CYBER
CHALLENGES
Sunday, December 2, 12

5. Objectives
Stage I Engaging social
media talents - Increase the traffic landing to W+K's
contest page to at least 10,000 visitors
- Increase the "like" and "share" of Old
Target Groups Spice's 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
people
Sunday, December 2, 12

6. 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

7. Stage II Showcasing those
genius works
Objectives
- Increase the traffic to Old Spice's and W+K's
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 topics
Sunday, December 2, 12

8. 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 issue
Sunday, December 2, 12

9. Monitoring Evaluation
KPI
Tools
- Number of unique visitors to W+K's
- Google Analytics and Old Spice's 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 coverage
Sunday, December 2, 12

10. 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
END
Sunday, December 2, 12