This document outlines an advertising campaign for Old Spice body spray. The campaign goals are to increase online views, increase body spray sales by 10% in 3 months, and promote brand awareness among young adult males aged 16-20. The campaign will use social media, viral videos, SEO optimization, and Google ads to bring customers to Old Spice rather than searching them out. The total budget for the campaign is estimated to be $1 million across Facebook, Twitter, YouTube, and Google ads.

1. Andrew Hall

2. Campaign Goal
• Increase online
views
• Increase body
spray sales by
10%+ in 3 months
• Promote and raise
brand awareness
overall
• Target and foster
sales in the young
adult male
demographic
(ages 16-20)

3. Advertising and Inbound Marketing
• Use social media to
bring the customers
to you, rather than
search them out
• New viral style ad
videos

4. Twitter
• Interact with users
tweeting about Old
Spice
• Hashtags/promoted
• Employ iconic brand
humor
• Get users interested

5. Facebook
• Encourage
“likes” and
“shares”
• Coupons for
“likes” (ex:
20% off
online body
spray
purchase for
liking and
sharing page)

6. YouTube
•Viral and widely popular videos featuring the
body spray line
•Provide
links in the
description
to products

7. SEO
• Recognizable
Domain
• Meta Tags
• Title Tags
• Search Engines
• Establish
dominance

8. Google Ads
• Use SEO on heavily
searched words
• Make discovery easy and
effortless

9. Budget
• Old Spice spent $26 million on advertising in
2012 alone
• Spend ~1 mil for total campaign (facebook,
twitter, adwords, SEO, YT ad)

10. Summary
• Employ powerful inbound
marketing
• Enhance market positioning
• Increase body spray sales