Old Spice“The Man Your Man Can Smell Like”Austin Frantz – Jason Liddell – Benjamin Patterson

Purpose Viral campaign launched to market Old Spice's Red Zone

After Hours Body Wash

Other Old Spice products were the focus for additional advertisements after the success of the initial campaign

ObjectivesCampaign Mission

Old Spice revolved their campaign around Isaiah Mustafa, or “Old Spice Man”, to garner consumers’ attention and deliver brand recognition

The various commercial spots also informed viewers about the benefits of using Old Spice products, albeit in jest

Although males are the product’s targeted demographic, females were a central focus for the campaign as they are more apt to making household hygiene purchases

Tactics The campaign, starring ‘The Most Interesting Man in the World 2.0’ Isaiah

Mustafa, launched in February 2010 and centered around the theme “The Man Your Man Could Smell Like.”

The first 30-second commercial features Mustafa on a horse speaking rapidly to viewers about the endless possibilities men can achieve by using Old Spice, concluding with “I’m on a horse.” A 15-second spot reveals that Mustafa is actually riding the horse backwards.

The next series of commercials followed a single-shot format like the first, expect Mustafa transitions from the beach to other locations. Female viewers are asked rhetorical question that imply if their men use Old Spice they can bring them whatever they want.

An additional commercial set that aired in early 2011 kept a similar theme as the first two series. However, other scents in the product line were advertised in these clips.

Social Media Outlets

Behind the scenes

https://www.youtube.com/watch?feature=player_embedded&v=kHCDajKs17E

Twitter response video

http://www.youtube.com/watch?v=16QayksWEJo&feature=channel&list=UL

Results According to Nielsen, body wash sales

increased 55% in the first three months following the first commercial, and over 107% around the time the response videos started showing

Individual products that slipped in sales flourished after Mustafa displayed them in ads

Earned media for the campaign soared, generating coverage from nearly every media and news outlet across the country

Old Spice’s YouTube channel reported more than 11 million views and 160,000 subscribers

“Old Spice Guy” created 180+ personalized videos, which tallied almost 6 million views and over 22,000 comments

Drawbacks High costs for the video

productions, the actor, the team tracking Old Spice mentions, the writers etc.

Multimillion dollar TV ad buy

Old Spice spent $11.4 million in advertising in the first quarter of 2010, compared to the $7.5 million spent total in 2009

Two months after Old Spice bombarded Twitter, there were only 23 tweets from their account. None of them were interactions with actual consumers who used the brand

Missed on opportunity to create long-term relationships with consumers

Evaluation The campaign received

overwhelmingly positive reviews

Content was funny, exciting, and engaging

Everyone had the opportunity to interact with Old Spice, and specifically Mustafa – bloggers, tweeters, celebrities, etc.

Created a highly recognizable brand identity

Did it work?

Old Spice became the number one all-time most viewed branded channel on YouTube

Over 40 million YouTube views in 12 months

Twitter increase = 2700%

Facebook interaction = 800%

Old Spice traffic = 300%

Parodied on Sesame Street and iCarly

Source

s http://en.wikipedia.org/wiki/

The_Man_Your_Man_Could_Smell_Like

http://www.fastcompany.com/1737010/old-spice-man-marketing-redux-what-went-right-and-what-did-not

http://mashable.com/2010/07/15/old-spice-stats/

http://www.youtube.com/user/OldSpice