This document proposes a digital marketing campaign for Old Spice that involves a video contest on social media. It will feature clues in Old Spice commercials distributed on YouTube, Facebook, and Hulu for contestants to identify and compile into their own storyboards to guess the next official commercial. The best submissions will be shared on Old Spice's Facebook page to engage more participants. Performance will be evaluated based on increases in buying intentions, willingness to recommend the brand, and positive brand image. The goal is to generate a more involved audience through an interactive campaign that optimizes engagement across mobile platforms.

1. Old Spice,
New
Strategy
Ross Simons
ADV 420 Final Project

2. This campaign’s audience is very
diverse across age and gender.
Males • Primary customer base for Old Spice
• Should include masculine themes and play to
Aged 16-35 this audience’s competitive nature
• Many Old Spice buyers are women shopping
Females for their husbands, sons, or boyfriends
Aged25-45 • Content should be accessible and appealing
to this demographic as well

3. A competition will demand more
attention from consumers
Video ads will feature hidden messages and clues
viewers need to identify
These videos will be distributed via
YouTube ,Facebook, pop-up ads, and other video sites
like Hulu.
Contestants will use these clues to compile their own
storyboards for what they believe the next Old Spice
commercial will be.
Submitted storyboards will be featured on the Old
Spice Facebook page regularly. The first person to
correctly guess the correct storyboard will be featured
in the new commercial

4. Social media will provide the
backbone for this campaign.
Facebook will Participants The best Videos and
serve as the in the contest submissions resources will
epicenter of will submit will be posted also be
this their on the page’s available on
campaign. storyboards wall to point the Facebook
to the contestants in page
Facebook the right
page. direction.

5. Internet marketing will be key in
generating traffic to the contest.
Videos featuring Old Spice commercials will
precede videos on youtube that are popular
with our target audience.
The same type of ads will be placed on
popular video streaming sites like hulu.com.
Pop-up ads featuring video and information
about the contest will be placed on sites
frequented by target audience, like espn.com.

6. Campaign efforts must include mobile
optimization for greater reach.
 The number of people using
mobile devices to access the
web is growing.
 To reach the largest audience
possible, access to the contest
must be possible through
mobile devices.
 All primary resources for the
contest can be featured in a
mobile app.

7. Benefits of a digital campaign can be
obtained for a reasonable price.
Cost of ad
placement
Budget:$290,000
Maintenance
of social
media sites

8. Following up with
consumers will
provide valuable
feedback.
A survey will be delivered
electronically to those who visit
the Old Spice website to gather
information about their
awareness and attitudes of the
online marketing campaign.

9. Performance will be judged by key
performance indicators.
20% • Increase in Buying Intentions
15% • Increase in Willingness to
Recommend to a Friend
15% • Increase in Positive Brand
Image

10. Old Spice will
benefit from a
more involved
audience.
This campaign will generate more
attention to the brand due to its
ability to get viewers to pay closer
attention to ads and spend more
time on company pages.