This document outlines a digital strategy for Old Spice to target younger males aged 18-24 and advertise to older women. The goals are to increase social media traffic by 20% and sales by 5%. The strategy involves using Facebook, Twitter, Pinterest and YouTube to create advertisements, contests, and a new character. The total budget is $1 million, which will be allocated to optimizing websites, pay-per-click ads, and high-cost YouTube home page advertisements.

1. OLD SPICE DIGITAL
STRATEGY
NEW MEDIA DRIVERS LICENSE
Scott VandenBerg A43303419

2. Introduce The Brand
 Old Spice
 A popular American brand of male fragrance and
grooming products
 Advertising History:
 “Smell like a man, man”
 “Believe in your smelf”
 “The man your man could smell like”
 “Download this to your face”
 Started advertising towards men, but then moved
to targeting women

3. Steps to creating your Digital
Strategy
 Identify your Audience – Narrow down your market
into a more focused demographic
 Key Performance Indicators – what are we trying to
accomplish with this digital strategy
 Tools and Tactics – What Digital tools will be most
effective for the organization
 Organizing your Budget – Allocate what costs and
profits the organization can expect from this digital
strategy

4. Target Market
 Ages 18-24 is the larges expanding market so
that should be the main focus
 Focus advertisements efforts on women
instead of men for older generations
 Women have more purchasing power for men's
fragrance and grooming products

5. Key Performance Indicators
 Increase traffic on social media sites by 20%
 Increase sales of advertised products by 5%
by the end of the quarter
 Increased time on company website by 15
seconds per-visit
 Increased quality of product reviews
 Doubled blog traffic by end of the quarter

6. Digital Strategy
 Social Networking
 Facebook
 Post advertisements and giveaways on Facebook to
increase traffic
 Twitter
 Optimize the twitter page and post fun and exciting
daily reminders that advertise the products

7. Digital Strategy Continued
 Pinterest
 Hold pinterest contests where people have to re-
pin items from the Old Spice page onto their own
 A pinterest contest will increase the number of
people the advertisement reaches, long after
the consumer has watched the advertisement

8. Digital Strategy Continued
 YouTube
 Use the millions of views that YouTube receives
daily to help expose consumers to the brand
 Develop a new character for Old Spice to unveil
on YouTube to the consumers
 Introduce a celebrity endorser so that people
have a persona or an image they can relate to the
brand
 Create a series of YouTube advertisements that
have a story building up to the release of a new
product

9. Digital Strategy Budget
Total Budget = $1.0 Million
 YouTube advertisements cost anywhere from
0.10-0.30$ per view so budgeting for a YouTube
commercial will depend on its’ success
 Placing an advertisement on the YouTube home page
can cost up to $400,000
 The cost to have a Facebook and Twitter page is
nearly nothing
 However, professionally optimizing your websites can
cost around $8000
 Pay-per-click can be anywhere from $25-$60

10. Conclusion
 Old Spice – Male fragrance and grooming
products
 Target 18-24 year old males, but advertise
towards older women generations
 Goal is to increase social
media traffic and sales
 Use Facebook, Twitter,
Pinterest, and YouTube as
digital media tools