The document proposes a digital marketing strategy for Old Spice to target younger men aged 18-35 on social media platforms like Facebook, Instagram, Twitter, and YouTube. It involves creating a personalized YouTube video that allows viewers to make choices to customize the ad. The approximate 6 month budget is $5.5 million, with the first 2 months used to evaluate success before deciding whether to modify or discontinue the campaign, which would run from late spring to mid fall. Key performance metrics include social media engagement as well as SEO, SEM, mobile, and YouTube video view and comment data.