Old Spice aims to target young men through social media marketing. Its goals are to create a MySpace page, raise continuous brand awareness, and use social media to boost its image at minimal cost. The document outlines Old Spice's plan to use YouTube, Twitter, Facebook and its website to directly contact consumers, create brand awareness, and reach a broader audience through an inexpensive social media campaign. It will measure success by gathering consumer opinions on social networks and pay-per-click metrics.

1. Old Spice
By Kimberly Wu

2. “Smell like a man, man”
 Target Audience = young men ages 14-25
 Carries body wash, deodorant, antiperspirant, body
spray, fragrance

3. Challenges
Limited social media networking sites
Supporting new image without Fabio

4. Goals
 Create a MySpace page
 Create continuous awareness
 Use social media to help boost product image

5. Theme
Develop and expand social
media networks to draw
consumer and brand awareness
at minimal cost.

6. • Post videos,
Blogging news, social
medias
• Capture consumer
Social media awareness, develop
networks brand image, gain
consumer insight
• Creates a
PR successful PR
campaign at
minimal cost

7. Social Media
 YouTube for videos
 Twitter for constant
communication
 Facebook for updates
and insight
 Website for product
resources and
purchase

8. Using Social Media
Direct contact with consumers
Create brand awareness
Broader audience
Inexpensive to achieve

9. Metrics of Success
 Using social networks to gather consumer opinions
about products
 Comparative analysis with competitors in market
 Pay-per-click

10.  SEM Budget:
- Clicks per day 18-22 Budget
- Average CPC: $0.41 - $0.60
- Cost/Day: $9.00-$11.00
 Aware: Summer Season
- Highest seasonal peak for
promotions
 Cheapest: social media
marketing