adv 420 final presentation

Andrew Hall

Digital Marketing Strategy

Campaign Goal

• Increase online views

• Increase body spray sales by 10%+ in 3 months

• Promote and raise brand awareness overall

• Target and foster sales in the young adult male demographic (ages 16-20)

+10%

Advertising and Inbound Marketing

• Use social media to bring the customers to you, rather than search them out

• New viral style ad videos

Twitter

• Interact with users tweeting about Old Spice

• Hashtags/promoted• Employ iconic brand

humor• Get users interested

#smellcometomanhood

Facebook

• Encourage “likes” and “shares”

• Coupons for “likes” (ex: 20% off online body spray purchase for liking and sharing page)

Save 20% online!

YouTube •Viral and widely popular videos featuring the body spray line

•Provide links in the description to products

SEO

• Recognizable Domain

• Meta Tags• Title Tags• Search Engines• Establish

dominance

Google Ads

• Use SEO on heavily searched words

• Make discovery easy and effortless

Budget

• Old Spice spent $26 million on advertising in 2012 alone

• Spend ~1 mil for total campaign (facebook, twitter, adwords, SEO, YT ad)

$1 million

Summary

• Employ powerful inbound marketing

• Enhance market positioning• Increase body spray sales

10%+