Old Spice digital strategy slides
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The 'Get to Know You' campaign targets existing fans and blog readers aged 12-35, focusing on community growth, engagement, and sales strategized through social media interactions. The budget for content creation, social media management, and insights totals around $35,000 per month, with specific examples provided for posts on platforms like Facebook, Instagram, and Twitter. Effective tactics include engaging storytelling and relationship-building with the audience.
Old Spice digital strategy slides
- 2. The Get To Know You Campaign
- 3. Target Existing fans Blog readers 12 - 35
- 4. Key Performance Indicators Growth of community, conversation, engagement, attention. Landing page sales.
- 5. Tools & Tactics “Jab, Jab, Jab, Jab, Jab, Right Hook” Or “Give, Give, Give, Give, Give, Ask’ - Gary Vaynerchuk
- 6. Facebook Example post “Guys, grab those metaphorical mini-life- bears, give ‘em a good drop kick, and be VICTORIOUS! Oh wait, you’ve already done that this week? Well since you’re so awesome, would you mind checking out our new scent before we release it to the public? If that sounds cool then just get in touch and we’ll send you some product encased in a magical brown box. Thanks for the consideration, and keep being awesome!”
- 7. Instagram Example post “Luckily, I was programmed to be a pretty savvy jet ski pilot. Even more luckily, it helped me win a date with this pretty human lady! I’m glad she didn’t turn me down after the pizza hit her in the face:) #jetski #pizza”
- 8. Twitter & Blogger Outreach Example: User tweet: "just finished my first 5k and my shirt is drenched! #ismellbad" Response by Old Spice: "@johnsmith sweat is the rain of a champion’s body!" Build Relationships
- 9. Budget • Content creation should cost $3,000 to $5,000 per month. • Social media channel management will be at another $3,000 to $5,000. • Radian6 will be used to collect social media insights at $5,000 per month. • Most agencies work at a $250 rate, and a campaign like this should take at least 20 hours per week or 80 hours per month, so the projected monthly rate for agency outsourcing is $20,000. • All together the monthly budget should be around $35,000.
- 10. The Get To Know You Campaign Attention, participation, engagement, trust.