2. Company Overview:
Male hygiene products
Manufactured by Procter & Gamble since 1990
Products:
● Antiperspirant
● Deodorant
● Body Wash
● Body Spray
● Fragrance
3. Challenges:
● Losing share in male body wash market:
○ Main competitor Dove Men+Care body wash was
launching a campaign to be aired during the 2010
Super Bowl
Goals:
● Gain new customers as well as maintain
current customers.
● Compete with Dove's Men+Care campaign
○ Needed to create more buzz
4. Target Market
Men: age 18-39
Women: age 25-39
Some media content will be targeted at one or the other group specifically,
while some will appeal to both audiences.
● With research to show that nearly 70% of women actually purchase men’s
hygiene products, Old Spice needs to keep women 25-39 in their target.
● The campaign should focus on the aspects of being a “man’s man” in order
to appeal to men
● Also needs to grab the attention of the women purchasers by creating
desire for their man to be the “man’s man” that Old Spice creates.
5. Digital Strategy:
To maintain and increase market share.
● Make connections with users
● Encourage and gain interaction
● Drive traffic to and from website
● Promote current traditional marketing
● Increase sales, ROI, and market share
● Increase entertainment, content, engagement, and
product knowledge
6. Suggested Digital Strategies:
To maintain and increase market share.
Social Media:
Current: presence on Twitter, YouTube, Facebook & Google+
○ Youtube: 280,000,000+ video views & 300,000+ subscribers
● "The Man Your Man Could Smell Like" raised over 100 million views on YouTube
○ Facebook: 2,000,000+ likes
○ Twitter: 200,000+ followers #OldSpiceProblems
Future:
● Maintain viral video creation and presence on YouTube
● Cohesive integration among all social media channels
● Add link to Google+ page on all sites
● "Power-Up" conversational content on posts and tweets
● Create viral conversational video for "Smell is Power" campaign
● Create Brand Page on LBS network, such as Foursquare
● Develop conversational strategy around #OldSpiceProblems to be
implemented across all channels
7. Suggested Digital Strategies:
To maintain and increase market share.
Internet Marketing:
Current:
● Banner ads, interactive media ads, and search engine
advertising with Google AdWords
Future:
● Target and attract main purchaser of male hygiene
products; women:
○ Expand Google AdWords keywords and ad copy
○ Create Google Display Network Ads
○ Develop interactive media ads that appeal to women
8. Suggested Digital Strategies:
To maintain and increase market share.
Mobile:
Current:
● Mobile Banner Ads
Future:
● Implement QR codes into campaign to connect
consumers across offline and online media
● Create interactive mobile pop-up/banner ads
● Create & market mobile application
10. Budget:
P&G supplies large marketing budgets, however,
the budget is set for the digital strategy to
support traditional and other new media
channels.
$1.5 Million
● Majority of budget is allocated to video production and
mobile application development
