Old Spice, first introduced its body wash for men back in 2003, the category was growing and inevitably with it, came the growth of the competition. Old Spice, by 2006 was becoming well..old. In order to boost their brand, the company decided to appoint a new advertising agency Wieden+Kennedy in the hopes of seeing much needed improvement for their appeal. [hubspot] This agency helped to tackle some key issues. One of the first issues the brand addressed was the name itself.
Instead of changing it however, they embraced their name and the fact that they had been around for about 70 years was used to their advantage. When the campaign, “Smell like a man, man.” , launched featuring the greek-god look a like actor Isaiah Mustafa there was an over night success with popularity. One of the realizations the company made was the fact that 50 percent of body wash purchases were women. [D&AD] This spokesperson was someone with a charismatic and non chalant personality who could appeal not only to men but women as well. Appealing to both genders was a first for the brand, and was one of the beneficial keys for the brand.
[image via Forbes]
However, the campaign that truly changed the game and made history was the Response Campaign, that launched in 2010 after the initial success of the previous campaign. After expanding their audience to a younger crowd than before, they realized that in order to keep the attention of this generation, they would need to go digital. Old Spice utilized social media platforms, in a way that had never been seen before.
Since, the initial launch of this witty and entertaining figure, fans had left plenty of comments and opinions all throughout various social medias, regarding the campaign. In a matter of two and half days, the company launched a series of 180 real time videos of “responses” to fans via YouTube, making marketing history. W+K were able to create a digital system that “pulled a variety of mentions of Old Spice in a way that made it possible for the team to organize questions and comments by influence and creative potential.” Creatives then were able to select comments and write answers. Those were then sent to a teleprompter, filmed and once they were completed posted online. [D&AD]
The responses were personal and highly entertaining and most importantly interactive to say the least.For example, shouting out the panhandle of the twitter user who made the comment and directly responding to them. Video responses to celebrities like Ellen Degeneres and Alyssa Milano who had a high following, were able to generate even more attention. Choosing Youtube, rather than traditional t.v. ads was a major factor that helped to differentiate themselves from the rest. This campaign generated an insistent buzz throughout the digital world. “In the first day alone of the campaign generated 5.9 million views. Day two, it was eight out of the top eleven most popular videos on the web at the time.” [D&AD]
All in all the campaign proved to be a huge success. Old Spice successfully accomplished their goal of putting their brand back in to the forefront by staying in tune and relevant with their target audiences but still keeping the core of the brand intact. Research showed them that they would need to also reach both genders, and that they would need to expand in a way that would connect to a youthful audience whose attention can be fleeting; The digital world gave them the primary platform to do just this, the interactive qualities and humorous entertainment sealed the deal for their campaign efforts. At the end of 2010 Old Spice became the number one selling body wash brand for men in the United States. In the social media realm the companies twitter followers increased 2,700 percent, Facebook fans rose to 800 percent, and YouTube subscribers from 500,000 to 800,000. [D&AD] This campaign was clearly well planned out and executed, the proof are in the results. Well done, gorgeous Old Spice man, well done.
Featured image: source