*Link to Case*

https://goodpackagedconsumers.files.wordpress.com/2012/09/595fds43514.pdf

Engagement is a complex construct. It may lead to varying levels
of engagement, therefore, it is difficult to measure. Some of the
engagement outcomes may include increase awareness or knowledge,
feelings of belonging and social connection, and certain degree of
involvement, just to name a few.

In the Old Spice campaign, what techniques are being used by the
brand to engage consumers? Do the brand fans seem passionate and
engaged? Why or why not? How could the brand improve its
profile?

According to our textbook, “brands stand to benefit from
heightened brand loyalty among engaged consumers and a more
expansive reach for brand-related messages.”

Is this the case for Old Spice’s earned reach (breadth and
quality of contact with social media users)? How important is the
role of earned media in the Old Spice campaign?