adv 420 final presentation
TRANSCRIPT
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
• Interact with users tweeting about Old Spice
• Hashtags/promoted• Employ iconic brand
humor• Get users interested
#smellcometomanhood
• 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%+