Gillette wants to expand its target audience from mainly men ages 20-40 to also include women ages 20-35 who enjoy sports and an active lifestyle. The document recommends that Gillette use Pinterest and Twitter to connect with this new female audience by creating pins and tweets about popular shows and sports that include coupons and promotions. It also suggests measuring the success of these social media efforts through analytics like retweets, repins, and clicks to gauge engagement. With a focused content marketing strategy and budget to hire a social media manager, the document believes Gillette can effectively gain female customers without spending excessively.