2. OLD SPICE
› Mostly targeted towards men
› Recent change in brand image towards a
younger audience

3. To develop a digital strategy that will
effectively increase brand awareness and
sales.

4. Men
› Aged 18+ for most products, especially between
19-35.
› Certain products would be targeted towards
young teens.

5. Social media
› Facebook, Instagram, Twitter, Youtube
Search engine optimization & marketing
› Keywords, Search engine ads
Inbound marketing
› Attract, convert, close, delight
Mobile strategy
› Mobile app, Mobile website

6. A personalized Youtube video that will
include decisions that viewers can make and
result in a personalized ad. For example, the
ad will ask what the viewers like about old
spice and pave way for the next part of the
ad depending on viewer choice.

7. Youtube Homepage ad
› ~$300,000/day – for 2 week period
SEM
› ~$3000/day – throughout campaign
Facebook ads
› ~$1000/day – throughout campaign
Billing hours
› ~300-400 hours for production billed @ $250/hour
Approximate total budget
› ~$5.5 million by the end of 6 months

8. First initial 2 months will be heavily evaluated
and depending on success of the campaign, it’ll
either be shelved or modified.
If successful, the campaign will be continually
updated with new content for the next 6-9
months.
Further continuation of the campaign will
depend on level of success.
The campaign will start late spring and carry
through till mid fall.

9. Social media
› Posts, likes, shares, retweets etc.
SEO and SEM
› Effectiveness of keywords and click throughs
Mobile strategy
› Number of visitors and downloads
Youtube video
› Number of views and comments