This document outlines a digital marketing strategy for Mobil 1 to increase its social media presence and website traffic. It aims to grow Mobil 1's Twitter followers to 25,000, increase Facebook likes by 50,000 to over 300,000, and add 5,000 Instagram followers in 3 months. The strategy includes social media promotions, email marketing, TV and online ads on sites like ESPN, Google AdWords, and SEO. The total budget is $1.34 million across SEO, Google AdWords, TV advertisements, social media, and offering oil change prizes. The overall goals are to boost the brand's awareness, gain around 75,000 new social media followers, and provide free oil changes to 15,000

1. MICHAEL BARR
ADV 420 FS15
MICHIGAN STATE UNIVERSITY
DIGITAL MARKETING
STRATEGY

2. CURRENTLY 8,345 FOLLOWERS
INCREASE TOTAL FOLLOWERS TO 25,000
CURRENTLY A QUALITY TWITTER FEED, BUT LACKS FOLLOWERS

3. Currently 220,100 people that like the Mobil 1 Facebook
page
Amazing page, but has room for improvement
Competitor, Valvoline, has 317,000 followers on
Facebook
Goal is then an increase of 50,000 followers

4. Currently no Mobil 1 Instagram account
Goal?
5,000 followers added in 3 months

5. Increase website traffic
SEO
Google AdWords
Increase social media
following
~ 75,000 added followers
across all social media
platforms
Facebook, Twitter,
Instagram
Increase email subscribers

6. STRATEGY
• Through social media promotions and
email marketing content
• TV Ads – ESPN, SPEED, AMC, SPIKE,
DISCOVERY channels
• Google AdWords
• SEO

7. STRATEGIES CONTINUED
• Advertisements telling you to
follow the facebook, twitter and
instagram pages (all 3) to be in a
drawing for a chance to win oil
changes for a year!
• Facebook
• Twitter
• Instragram
• Online searches
• TV advertisements

8. BUDGET
Media Budget Total
SEO $100,000
Google AdWords $90,000
TV Advertisements $400,000
Social Media $150,000
Oil Changes (15,000 winners * $40 per oil change) =
$600,000
Total 1.34 million

9. OVERALL GOAL
• Increased brand awareness and brand preference
• Gain ~75,000 followers in 3 months
• Free oil changes for a year to 15,000 winners
• These winners must have followed all social media accounts to be eligible

10. THANK YOU!
ANY QUESTIONS?