Final Presentation

1. GILLETTE DIGITAL STRATEGY: INTRO &
OVERVIEW
 The following digital strategy is aimed
to accomplish the goals of generating
higher brand awareness and to develop
a greater market share.
 Gillette is headquartered in Boston,
Massachusetts. Uses the slogan “The
Best a Man Can Get.”
 Gillette’s products cater to primarily to
men’s shaving and personal care needs.

2. TARGET AUDIENCE & BIG IDEA
 The target audience for this digital
strategy are males who are looking for
a smooth, clean shave or looking to
stay well-groomed.
 For this campaign we are targeting
males that are 16 years old and over
who need to shave or stay trimmed.
 The big idea behind the campaign is
that Gillette’s products can help guys
look and feel their best. Our big idea
also relies on portraying the idea that
Gillette’s products are also used by the
best as well to further help make our
target audience feel confident after
using the products.

3. GILLETTE WEBSITE & SEO
 The campaign will encourage Gillette to make very minimal tweaks to
the structure of their website.
 I encourage Gillette to use more key words/phrases on their website to
become more optimized for search engines
 To accomplish this the campaign would link Gillette’s website to third-party
blogs and have Gillette run their own company blog.

4. SOCIAL MEDIA: ADVERTISING AND
USING GILLETTE’S ACCOUNTS
 The campaign calls for promoting Gillette and their products with the
following social media platforms:
 Facebook: Run ads that are cost per click targeted to males over the age of 16.
Use company profiles to promote products and share information.
 Twitter: Click to engage advertisements that take the user to the Gillette website. I
also suggest that Gillette becomes active with users on twitter to reach more
members of the target audience.
 Instagram: Promote products with photos and use keywords in hashtags of
captions/comments to connect with users.
 Youtube: Pre-roll advertisements on videos that reflect the interests of the target
audience.
 LinkedIn: Targets professionals who are likely to shave regularly for their careers.

5. INTERNET ADVERTISING & SEARCH
ENGINE MARKETING
 The campaign features display advertisements on various websites that
reflect the interest of our target audience such si.com, mensfitness.com,
gq.com, etc.
 Search engine marketing that features search advertisements to help
steer more users to their website or their product pages.

6. MOBILE EXPERIENCE
 My campaign would also feature some
changes to make Gillette’s presence on
mobile devices better.
 This will be accomplished by adding a
mobile coupons section to the mobile
site as well as putting QR codes in
stores for customers to scan.
 A Gillette mobile app that connects
Gillette directly with users.

7. NEWSLETTER & EMAIL
 Weekly newsletters via email to members of Gillette’s shave club and
those that choose to subscribe will be used to generate more traffic to
Gillette’s website.
 The newsletter would feature information such as product updates,
exclusive offers and new trends.
 By sending out weekly newsletters they will be constantly updating
consumers and making their presence known.

8. PERFORMANCE INDICATORS
 To measure if our campaign is successful I would suggest using the
following metrics:
 Clicks and engagements with advertisements.
 How many users are visiting the website.
 Increases or decrease in followers and interactions with users on social
media.
 Sales and market share changes.

9. BUDGET & TIMELINE
 The timeline for our campaign is from
June 2016 until June 2017.
 Budget (amounts are for duration of
campaign):
 Overall: $576,000
 Search Engine Optimization: $115,200
 Social Media/Internet Ads.: $345,600
 E-Mail/Newsletters: $57,600
 Mobile App.: $57,600
Budget made using: digitalmarketingcalculator.com
115,200,
20%
345,600, 60%
57,600, 10%
57600, 10%
Budget (amounts in dollars):
SEO Social Media/Ads. Email/Newsletter Mobile

10. SUMMARY
 Our campaign runs from June 2016 to June 2017
 Total budget of $576,000
 A revised website featuring ties to blogs for Gillette to be better
optimized for search engines.
 Establishing a greater presence on, and using to advertise, five major
social media platforms.
 An improved mobile experience that calls for a mobile app.