Old Spice Case Study Using Social Media To Revitalise A Brand

Old Spice Case Study Using Social Media To Revitalise A Brand-76
Following the launch of the ad campaign, the company’s sales more than doubled, their website traffic increased by 300%, the Old Spice You Tube channel became the #1 Most Viewed Sponsored You Tube Channel, and Old Spice became the #1 body wash brand for men.What actually happened: Following the viral success of the original “The Man Your Man Could Smell Like” ad, Wieden Kennedy wanted to find a way to maintain the momentum and keep the conversation going.

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Social Media Solution: The solution was the now infamous “The Man Your Man Could Smell Like” ad, which features former NFL wide receiver, Isaiah Mustafa, in his new role as the “Old Spice Guy.” In the 30-second ad, which aired on You Tube a few days before the 2010 Super Bowl and then on television the day after the game, the sharp and shirtless Mustafa delivers promises of what’s possible “when your man smells like Old Spice and not a lady.” Business result: The ad went viral, and the brand along with it.

The online and televised ad captured 75% of all conversations in the category.

The Old Spice campaign has proven to be one of the most memorable creative marketing and advertising concepts ever executed.

It has longevity and endurance that has been achieved through a mix of several reiterations as well as using online and offline marketing, social media and PR that has kept the original content bubbling across the Web.

One of the writers behind the Old Spice campaign Jason Bagley said.

“.” The marketing team responded personally to tweets with custom You Tube videos, this both surprised and amazed the global audience.Together, the two videos totalled over 7.6 million views in just two weeks.This is a great example of how a company that is over 75 years old can use You Tube as well as other social media platforms to reinvent and sustain itself.The old saying “when your on to a good thing stick to it” applies very much to this marketing success which initially started with the Super Bowl You Tube video which received 100,000 views every few hours has been repeated twice with a new angle every time.The second time was a 2 day marathon of high quality personalized video responses to questions asked by fans on Twitter and You Tube.Since its initial launch, the original You Tube ad has been viewed over 45 million times, and is the recipient of the 2010 Cannes Lions Film Grand Prix award and Primetime Emmy Award for Outstanding Commercial.The colossal success of the “The Man Your Man Could Smell Like” ad gave rise to an ongoing social media campaign, which bolstered the company to explosive success.In an effort to improve its market standing – and revenues – the company engaged the award-winning advertising agency, Wieden Kennedy, known for its iconic Nike “Just Do It” and Chrysler “Imported from Detroit” ad campaigns, among many others.Their challenge was twofold: 1) To draw on the long-standing history and expertise of the brand and reposition it to make it relevant to young men; 2) To target both men and women in order to generate conversation about body wash.Their solution was the Response Campaign, in which the Old Spice Guy would respond to questions submitted by fans through a variety of social media channels, including Facebook and Twitter, through a series of You Tube videos.In less than three days, Wieden Kennedy filmed over 180 video responses to questions from fans and celebrities, and then posted them on You Tube.

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