The document outlines Old Spice's digital marketing strategy, which focuses on social media engagement, blog series, video series, and Google AdWords. The social media strategy aims to have meaningful interactions with customers and consistent branding. Blog series will promote products and style tips. Video series will similarly promote products and style tips in an upbeat, attention-grabbing style. Google AdWords will target keywords related to men's hygiene, niche product terms, with a $30,000 daily budget. The overall strategy requires understanding Old Spice's male and female demographics.

1. O L D S P I C E D I G I T A L
M A R K E T I N G S T R A T E G Y
N I C K O L A U S S I M O N

2. S O C I A L M E D I A
E N G A G E M E N T
• Meaningful interactions
with customers.
• Product and promotion
information.
• Tone and dictation
consistent with intended
demographic.

3. S O C I A L M E D I A E N G A G E M E N T
• Meaningful interactions: -turn regular customers into brand
ambassadors -enables a brand to reach out to our customers
and help them with their decisions or fix mistakes -provide a
platform for one-to-many or many-to-many conversations
• Product referrals: -help people become comfortable with our
products and how we do business -give the customer
reinforced meaning behind decisions
• Consistent tone and dictation: -helps clients feel like they can
open up to you -makes clients open to asking the questions
they want to know

4. B L O G S E R I E S
• Produced with the launch of
a product, or monthly on a
top selling product if a new
product hasn’t come out yet.
• Features style tips inline
with Old Spice products.
• Features fresh, original
content that excites readers.

5. B L O G S E R I E S
• Key topics for blog: -is intended to give the reader an overview of
Old Spice’s newest products or old products that are still hot -is
used to increase sales and customer curiosity about new products.
• Blog can also include: -facial shaving styles and techniques
regarding facial trimmers -hair style techniques possible using Old
Spice hair products.
• Overall: -fresh and original content will always be mandatory for
any blog entry -a healthy mix of products and style tips creates a
blog that markets, but put Old Spice at the leading edge for fashion
tips.

6. V I D E O
S E R I E S
• Eye-catching, informative
and up-beat videos
designed to sell new
products.
• All videos submitted to
YouTube and shared
among all social media
platforms.
• Focused on product
promotion and style tips.

7. V I D E O S E R I E S
• Social media sharing: -videos will be shared across all
social media platforms to increase visibility
• Video content: -promoting Old spice products is the
highest priority -establishing Old Spice as a leader in
style trends and hair fashion tips.
• Tone: -videos will not be professional, rather, they will
be informative, up-beat, and attention-catching -keeping
the current commercial style but making it more
informative

8. G O O G L E
A D W O R D S
• Designed to control major
keywords, while jumping on
newly trending words,
product promotion names,
and product names.
• Will be on a budget, and
will have to be conscious of
age and gender
demographics.

9. G O O G L E A D W O R D S
• Demographic: teenage boys that are looking to find a
great brand to keep up with their personal hygiene -
men in their 20's, 30's, and 40's are looking for a great
brand that provides timeless scents
• Keywords: -main keywords include men, soap, hygiene
• Niche keywords: -product names, promotion names
• Budget: budget will be restricted to $30,000 daily

10. F I N A L O V E R V I E W
• A holistic perspective will be required for members who want to join our campaign, whether that be
the inbound or outbound marketing team.
• Positive interactions fuel our campaign and create life long customers and hopefully some brand
ambassadors.
• The inbound marketing team will focus on producing original content and interacting with people
over social media, blog, and the website.
• The outbound marketing team will focus on video production, strategizing trending keywords, and
making the most out of obvious keywords that should be covered as well.
• When we add new people to the team they must understand the male and female market of Old
Spice; the minds of the men looking for great products for themselves and the minds of the women
who purchase these products for their men. For this reason we will assemble a diverse team of
open-minded men and women to market Old Spice.