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Section 1: Objectives of the Campaign
The first objective is to increase awareness that AXE also has a female body
spray. Through YouTube, we will create a contest on “Best Commercial”. Females
between the ages of 18 to 35 will have the opportunity to create a YouTube commercial
for Axe’s female products. Based on number of “Likes” on the contestant’s Facebook
wall, the winner will receive a $2,000 Walgreens gift card.
The second objective is to increase sales of Axe’s female body spray to
Walgreens. Business to business sales will be measured. Monthly sales reports (gross
profit) for the women’s line will be focused on, and a ten percent yearly increase is
expected.
The last objective of the campaign is to create customer loyalty for Axe’s female
body Spray. A contest will be initiated for best Magazine Ad in Seventeen. It will be
available to female high school senior students. Pre-college-aged girls will exposed to
Axe for women; engage with the product and brand identity, and spread the word
among friends about Axe for women. Instagram will be used as the medium for the
contest, where the participants post the magazine ads they created. Based on the
number of “Likes,” the first place winner will see her ad in Seventeen Magazine. She will
also win a $5,000 scholarship and a makeover.

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Section 2: Target Market
The primary target market is females ages 17 to 24. They are pre-college women,
and women already enrolled in college. As stated, the focus on high school seniors is to
promote recognition of Axe as a popular item during a time of self-discovery for young
women, and the need to fit in socially. College women are finding themselves, and often
buy products to define their image. They have a high need to share and express
themselves and share products they use.
The second target market is professional females between the ages of 25 and 31.
After being exposed to Axe throughout their impressionable years, and through
familiarity of the product, these women are accustomed to using Axe for women, and
have the disposable income to buy more products.
Section 3: List of Advertising Media Necessary
The use of different media tools will be necessary. Traditional media tools used
will be magazines (Seventeen & Vogue), and radio to announce the different contests
organized by the company, will be used during the advertising campaign. Vogue will be
used for professional women, as the median age for readers is 35.6. The peak hours for
radio advertisements, when professionals are going to work, and when many 17-24 year

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olds are getting ready for class, are 6amto 10pm and 3pm to 7pm. Social media tools
used will be YouTube, Instagram, Twitter, and Facebook.
Facebook, Twitter, and Instagram posts will consist of similar themes that Axe
for men promote. Men will swoon over women wearing Axe for Women’s Body spray.
Women in the posts, ads, and short commercial clips will be seen as desirable and
adored, feelings that many women yearn for. Promotional discounts, contests, and
feedback will be reviewed, analyzed, and the most popular posts will be seen as the
standard in keeping customers focused on Axe for women.
Section 4: Cost Estimates
The costs expected for advertisements in magazines starting with Seventeen for
a cover-second page, full page, four- color print ad shown ten times annually is
$181,425. The rate for an ad in Vogue for a cover-second page, full page, four -color
print ad shown nine times annually is $ 191,075. For the radio station Power Miami
96.5, a 60-second spot during 6am to 10am is $ 300.00, and 3pm to 7pm is $325.00.
Section 5: Schedules for all Advertising Planned
For both Seventeen and Vogue, in the year 2013, print ads will be in July-August
two times, two weeks apart, and one time in September for the winner of the
Seventeen contest. This is a great before school, and vacation time for many women,
and great leisure reading. It will be important to get the high school senior girls to tune

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in for the scholarship contest. In November, before holiday shopping, the ad will appear
two times, two weeks apart to remind customers to shop. For the radio station Power
Miami 96.5, a 60-second spot during 6am to 10am, and 3pm to 7pm will be aired three
times within these intervals in the months August-September and November-December.
Social media sites will be updated daily with posts and feedback, with a higher
frequency of posts during high volume shopping seasons.