Old Spice Communication Controlling Plan
“Old Spice” Communication Controlling Plan
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Table of Contents
Introduction
What is Old Spice?
Old Spice is the quintessential men’s grooming brand. With more than 70 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-per spirant/deodorant stick and body wash brand with guys of all ages. Old Spice brings authenticity, performance and confidence to male grooming and offers a wide product portfolio for today’s man, including anti-per spirants, deodorants, body washes, body sprays, after …show more content…
shaves and colognes (Old Spice 2013a).
History of Old Spice
The first Old Spice product, called Early American Old Spice for women, was introduced in 1937, closely followed by Old Spice for men in 1938.
The Old Spice products were manufactured by the Shulton Company that was founded in 1934 by William Lightfoot Schultz.
Early American Old Spice was developed around a colonial theme. When Old Spice was introduced, William Lightfoot Schultz was interested in maintaining a colonial framework for those products and chose a nautical theme for Old Spice. Thus, colonial sailing ships were used as a trademark. Through continuous use and advertising, the various ships have become a valuable trademark identifying the Old Spice product for men.
Procter & Gamble, an American multinational consumer goods company, purchased the Old Spice fragrances, Skin Care and Antiperspirant and Deodorant products from the Shulton Company in June 1990 (Procter and Gamble …show more content…
2013b).
Wieden + Kennedy
Founded by Dan Wieden and David Kennedy, and headquartered in Portland, Oregon, this is one of the largest independently-owned advertising agencies in the world working with clients such as Old Spice since 2006. With its offices in New York, London, Amsterdam, Sao Paolo, Delhi, Shanghai and Tokyo, this agency creates strong and provocative relationships between good companies and their customers. Its most successful campaigns were the ‘Just do it’ for Nike, the ‘Coke side of life’ for Coca-Cola and ‘the Man your man could smell like’ for Old Spice. Wieden and Kennedy was named as agency of the year several times, for their work including “The man your man could smell like” (Wieden and Kennedy 2012).
The Male Grooming Market
The men’s grooming market in the United States is estimated to be worth $3.5 billion. The market for male-specific brands has grown faster than the general market over the past few years as new brands offer men a wide array of products designed for specific needs. A plethora of brands including Nutrogena Men, Nivea for Men, Axe, Biotherme Homme, Adidas Active, Right Guard, Gillette Series and Old Spice compete for the allegiance of males in a market that is becoming highly segmented.
In the past, marketers have been reluctant to push men’s lines beyond the basics such as shaving products, deodorants, and hair care products, since the male attitude towards experimenting with different grooming products and brands has traditionally ranged from reluctant to hostile. The recent influx of new products shows that marketers are finally taking a chance in this unexploited market. They have identified an attitude shift among men toward grooming products, and they’re now willing to devote resources to the category to encourage the shift further.
Two companies and three brands dominate the deodorant and body wash segment of the market. Unilever, a multinational packaged goods company, markets Axe deodorant and body washes. Axe claims it is the world’s top male grooming brand and prides itself on developing a constant stream of new ideas to keep guys a step ahead in the mating game. Procter & Gamble markets Old Spice deodorants and body washes. Old Spice is a traditional leader across all male age segments. It is a brand name that has stood the test of time. Procter & Gamble acquired the Gillette Company in 2005 - P&G’s largest acquisition ever. Procter & Gamble now controls two of the three leading brands in the market (Spire Journal 2012).
In recent years Old Spice has completely re-imaged itself. Once mainly known for the aftershave used by dads and granddads, the makeover includes products sporting hip new packaging and advertisements that trade in the whistling sailor for scantily clad women more accustomed to being whistled at. It is now a vibrant brand targeted at teenagers and twenty something males (Neff 2008).
Old Spice Campaigns
Over the years Old Spice products have been labelled as ‘grandfather’s product’ and have been trying to target a younger audience. As of 2007, Old Spice has been trying to introduce a more youthful new attitude with its “Experience Is Everything” campaign. Old Spice has now proven to have one of the most memorable creative marketing and advertising concepts ever executed.
‘Experience is Everything’ Campaign: January 2007, featuring actor Bruce Campbell. This campaign is aimed at customers in their teens to early 20s, combining a sense of innuendo and old-fashioned charm.
‘Smell Like a Man, Man’ Campaign: February 2010, featuring Isaah Mustafa. The first spot - called ‘The Man Your Man Could Smell Like’ has become a pop culture phenomenon that continues today.
‘Scent Vacation’ Campaign: February 2011. Highlighting the Old Spice Fresh Collection, a line of deodorant, body spray and body wash, the new series of ads includes TV, print and digital executions all inspired by scents from some of the freshest places on earth like Cypress, Denali, Fiji, Matterhorn and Komodo (Procter and Gamble 2012c).
‘Mano a Mano in el Baño’ Campaign: July 2011, featuring an international model and icon Fabio. Fabio issued a video challenge to Old Spice Guy Isaiah Mustafa to meet up to determine who the “Best Old Spice Guy” is (Procter and Gamble 2012d).
‘Smell Better Then Yourself’ Campaign: September 2011, centred around the Old Spice Red Zone product line up of deodorant, body spray, and body wash (Procter and Gamble 2012e).
‘Smell is Power’ Campaign: February 2012, featuring former NFL player Terry Crews.
‘Believe in your Smell’ Campaign: April 2012. This campaign has been dreamt up for Old Spice’s new Champion scent, and it’s still meant to be as empowering and inspirational as the previous ads starring Isaiah Mustafa and Terry Crews (Time 2012). 'Mr. Wolf dog ' Campaign: March 2013. The latest Old Spice campaign features a wild animal wolf dog as the marketing director for Old Spice.
Objectives
Before we look closer at target audience and ideas we should point out that the first objectives of the campaign was of course to beat out Axe as the leading seller of men body wash all across the USA. Old Spice tried it by embracing social networking as a way of engaging costumers. In recent years consumer media habits have changed significantly with a decline in the importance of traditional media and growth in new digital platforms. Therefore advertisers had to adjust their marketing budgets to align with new audience patterns. They also combined both feminine and masculine appeal in their advertisements to start a dialogue between men and women or boyfriends and girlfriends.
Target Audience
Old Spice »The Man Your Man Could Smell Like« was aimed at both man and women. Although products of this campaign are for man only, women are the one who usually buy bath and soap products. With campaign they try to change the perception that Old Spice, like the name of the brand, is for old people like our grandfathers. Going along with changing their image, Old Spice, wanted this campaign to appeal towards new target audience, which are males found in the 18–34 age group. But they also wanted to appeal towards women (mothers, wives, etc.) who are usually the actual buyers of the products. So they aimed campaign at men, to trigger demand for the product and to drive usage, and women, to drive purchasing.
Campaign was focused on interacting with the fans and target audience. Old Spice wanted to interact with their consumers in a way that they respond in a quick and personal manner. That is why they focused on Twitter and Facebook accounts and of course on YouTube channel.
Wieden & Kennedy wanted to keep campaign alive by incorporating the ridiculousness and humour that made the original commercial so popular. So they engaged fans, which were, as we will show later, a great idea.
Idea
The first idea was to film an interesting, funny commercial that celebrates the importance of smelling like a man. But that was just a start. What was really a good idea was the activity that was targeted at the “Twitter generation” after the launch of commercial during the Super Bowl in February 2010. In months after the release they created more than 100 short clips featuring Mustafa, but this time addressing individual Twitter users that are famous in the United States (such as actress Alyssa Milano, worldly known coffee shop Starbucks and magazine GQ). So the idea was not just to make a great commercial but to continuously film responses to tweets that commented the original video. Isaiah Mustafa and Old Spice became dominate discussion in social media. Interactive nature of campaign itself sought to engage consumers in a two way dialogue with the brand to help build trust.
Programming -
The Man Your Man Could Smells Like
As we mention before Old Spice’s goal was to break the perception of “grandfather’s product.” They asked themselves how we can change the idea of Old Spice is really “old”. In that way of thinking they wanted to reach young people; women who were responsible for 80% of household spending and whereat man at the same time to generate conversation around body wash.
Old Spice used Super Bowl XLIV1 in 8 February 2010 which has average audience of 106.5 million viewers all around the world. The campaign was launched with two commercials: The primary 30-second spot, and a shorter 15-second companion piece. Isaiah Mustafa who will became “Old Spice Man”, starts off in his shower and then smoothly transitions to a boat, where he 's holding an oyster that becomes tickets that turn into diamonds, before the camera pulls back to reveal that he 's sitting on a white horse. But the key element is his opening line - "Hello, ladies" - aiming the campaign directly at the true target audience of men 's fragrances (Porter). [To check the video; http://www.youtube.com/watch?v=owGykVbfgUE ]
The inception of “The Man Your Man Could Smell Like” was to be the perfect spokesman for the situation at hand. A crusader against “lady-scented” body wash, his suave, charismatic ways appealed to both sexes and his “look at your man, now back to me” dialogue practically forced a conversation between ladies and their guys. The key idea of this motto and commercials was taking objectives that women like such as diamonds, boat for vocation, exotic places etc. and saying “anything is possible” if a man uses Old Spice with absurd humor way. They received 5.9 million YouTube views just 24 hours after Super Bowl. Audience loved the commercial so much even they made their own “Old Spice style” videos and shared on YouTube.
‘Video Response’ Campaign
W+K made three more TV shots with same style after then they took a step forward in order to their purposes of changing their company position.
As we mentioned before they wanted to engage attention of young people. After a string of successful television advertisements titled "The Man That Your Man Could Smell Like", they decided to adapt that campaign to social media which is very popular in our century and spark interactive conversations about their brand. We can say that there is an excellent use of social media as a two way channel. The original commercials featuring Mustafa were so successful that they lead to the July release of a follow up campaign that called ‘The Return of The Man Your Man Could Smell Like’ or the ‘Video Response’. It moved the Old Spice Guy from TV to the Internet. Basically campaign is about his fans could post questions or comments on Twitter, Facebook, or Reddit and he would respond to his favorite questions/comments by YouTube
videos.
Old Spice launched a personalized marketing campaign by directly speaking to social media users through videos on Youtube. It started on the morning of July 14, 2010 when the Old Spice twitter account @oldspice tweeted “Today could be just like the other 364 days you log into twitter, or maybe the Old Spice man shows up @oldspice”.
After that tweet, the Old Spice guy spent the next day and a half on the Old Spice Youtube channel directly responding to tweets mentioning @oldspice. He responded to a wide range of people including celebrities, companies, and seemingly random people. The word spread fast about what Old Spice was doing and it seemed like everyone on Twitter was sending a tweet to @oldspice with the hope that they would get a video response.
This wasn’t like responding to a comment or emailing a customer. It was extreme personalization that happened in real time. The Old Spice man, played by Isaiah Mustafa, worked directly with a film crew and social media strategist to shoot the response videos as people replied to @oldspice on Twitter. It didn’t take weeks, or days to receive a response forms the Old Spice Man, the videos were posted within hours of people tweeting @oldspice. As a result, it didn’t take long for the videos to go viral.
Even Hollywood got in on the act and many of these are well-known people with tons of followers who retweet the videos and spread them virally. For example; Alyssa Milano tweeted, "GENIUS. Shirtless Old Spice guy replies on Twitter with hilarious personalized videos". In response to that tweet, Old Spice posted a video with Isaiah Mustafa, the shirtless guy, joking with and thanking Alyssa: [http://www.youtube.com/watch?feature=player_embedded&v=s5KIYhXa_8E]
Or Digg founder Kevin Rose tweeted out that he was sick, and in response the Old Spice Man created the video embedded above, in which he tells Rose that he has never had a fever himself because his body is “98 percent muscle.” He even talks to Rose in binary code so that Rose can understand, to which Rose responded on Twitter: [http://www.youtube.com/watch?feature=player_embedded&v=So5yDtITswY]
Also there is a response video for actress Justine Bateman who tweeted, “Can the Old Spice guy do ads for all the world’s products?”: [http://www.youtube.com/watch?feature=player_embedded&v=QsD3JL-c_ho]
Besides these videos there are more memorable video responses:
The NHL Blackhawks asks him what he would do with the Stanley Cup. Old Spice Guy’s response was to “fill the cup with a health smoothie drink, consisting of explosive missile bits, the spirit of a mountain ram, and the tail rotor of an Apache helicopter. I would then drink this health smoothie down into my man stomach to give me the strength to join your ice team as captain, leader and all around great guy-person who is strong."
He crowned Ellen DeGeneres "Grand Princess Queen of all who are pleasant, syndicated and prone to spontaneous dance movements" in Eastern Latvia, where he claimed to have just been made King.
He smashed a pirate piñata for Demi Moore.
The famous brand “Gilette” also mentioned Old spice on twitter. They supported each other with this way.
A fan event requested that the Old Spice Guy proposed to his girlfriend: [http://www.youtube.com/watch?v=_-fLV28SkZ8]
This campaign was focused on interacting with the fans and target audience. Not only did the campaign aim to interact with its consumer but also it wanted to respond in a quick and personal manner. It also aimed to maintain the increasing traffic of the Old Spice website, Twitter and Facebook accounts, and YouTube channel.
We can say that Old Spice’s social media campaign is an example of personalization. The idea behind personalization is that if you create content your audience will relate to and connect with they will engage with it. By directly responding to a wide range of people with their creative videos, Old Spice was able to create an incredibly fun and personalized user experience that everyone wanted to be a part of. The experience felt so personal that it was almost impossible not to send @oldspice a tweet.
In the end of this campaign, over 180 personalized videos were uploaded to YouTube. They did a great job of connecting their online campaign with their offline television advertising. Besides they took the 2011 Webby Awards by storm, winning the awards for the Best Use of Social Media and Viral Marketing.
Fabio vs. Old Spice Guy Campaign
In order to take advantage of the campaigns popularity, the creatives at Wieden & Kennedy decided to take the campaign one step further after great social campaign. They came up with a loose storyline in which Fabio was jealous of Mustafa’s popularity and wanted to challenge him for the throne as the Old Spice Guy.
The brand unleashed the first ads featuring Fabio on YouTube and on TV on July 20 with no explanation. On July 25, Fabio laid out his “Mano a Mano in el Baño” challenge to Mustafa at “9 a.m. tomorrow, Internets.” The next day, Mustafa accepted. That week, over a three-day period, Mustafa and Fabio would shoot more than 150 videos depicting ridiculous competitions (Wasserman). Going into the campaign with no real idea of how it would end, they turned to the fans and see what they had in mind. Jordan S. suggested that Mustafa should build a time machine to prevent Fabio from trying to take his place and this was in fact how the competition ended between the Old Spice Guy and Fabio (Wasserman).
Following in its predecessor’s footsteps, this campaign received over 22 Million YouTube views in one week. For the first time ever in a YouTube channel held the number one and number four spots for most viewed channel for the month on YouTube (Wasserman). Campaign received more than 53,000 YouTube comments and 68,000 new Facebook fans (Wasserman).
Results and Evaluation
Some of the things they highlight are:
Nearly 105 million YouTube views of the campaign
More people watched its videos in 24 hours than those who watched Obama’s presidential victory speech
Total video views reached 40 million in a week.
Campaign impressions: 1.4 billion.
Since the campaign launched, Old Spice body wash sales are up 27%; in the last three months of 2011 were up 55%; and in the last month of 2011 up 107%
Evaluation 2011:
1. Old Spice Brand & The ‘Man Your Man Could Smell Like’ Evaluation
Since Old Spice started focusing on a younger consumer the brand sales and market share have gone up. Interestingly enough, after the release of the ‘Man Your Man Could Smell Like’ campaign, Old Spice’s RedZone body wash sales went down by 7 %, however, other products had gone up 8 % during the same time period and RedZone sales hit 1.6 million $ at the end of July of 2010, a 49 % increase over the sale numbers at the end of February. According to Nielsen, a market research company, the overall sales for Old Spice body-wash products were up 11 % in the last 12 months since the release of the campaign; up 27% in the last 6 months; up 55 % in the last 3 months of 2011; and in the last month, with 2 new TV spots and the online response videos, up a 107%. The commercial itself has won a Creative Emmy Award for Best Commercial of the Year and the Grand Prix at the Cannes Lins International Advertising Festival in 2010. Since the original release the video has had more than 20 million YouTube views. In terms of changing its image, the string of three viral campaigns have solved this problem for the brand, says an Old Spice rep. One of the reasons these campaigns were so successful was because rather than trying to further broadcast the messages through social media, Old Spice was allowing people connect person to person, creating a sense of intimacy between the character and his viewers.
2. ‘Video Response’ Evaluation
Only 3 days after the release of the respond videos, Old Spice had released over 180 videos, 11 million views, and more than 22,000 comments. As of October 2010, the number of views has gone up to 15 million. The general Old Spice YouTube channel became the most popular sponsored channel with over 100 million followers. Not only was this campaign successful in the social media realm but a few months after the release, Old Spice body wash sales rose 107 %. The popular social media and Internet blog, Mashable.com, event went as far as starting this campaign is the future of marketing. It became one of the fastest growing online video campaigns of all time. Compared to some of the most popular viral videos to date and the number of views within the first 24 hours, Old Spice Guys response videos received around 6 million views. It beat Obama’s victory speech (under 5 million views), Bush Dodges Shoes (around 4.2 million views), and Susan Boyle (3 million views). Within a week of the response videos being released, Google searches for “Old Spice” went up 2,000 %. Marketing analyst for Measurable Measures Matt Fiorentino, says the campaign is unprecedented, there’s never been a campaign that has answered users’ questions so personally and so quickly, he says. It wasn’t just that, it’s the way that they did it. The writing and the acting were brilliant, he adds.
3. Fabio vs. Old Spice Guy Evaluation
Following in its predecessor’s footsteps, this campaign received over 22 million YouTube views in one week. For the first time ever in a YouTube channel held the number one and number four spots for most viewed channel for the month on YouTube. Campaign received more than 53, 000 YouTube comments and 68,000 new Facebook fans.
Campaign in numbers:
For the first 3 months of 2010 “Old Spice Smell Like a Man” commercial help 75 % of the conversation in its category.
Real time messages was the fastest growing and most popular interactive campaign in history
Response videos:
a) day 1: 5.9 million views
b) day 2: 8 out of 11 most popular YouTube videos
c) day 3: 20 million views
d) one week: 40 million views
Brand Tweeter following increased 2700 %
Facebook interaction went up 800 %
Website traffic went up 300 %
1.2 billion earned media impressions, including features on national broadcast networks and international media outlets
Old Spice became number 1 all the most viewed branded channel on YouTube
6 months since the original airing 1.4 billion impression shave been made
First of august 2010 Old Spice body wash increased 27 % from a year ago; last 3 months 55 %; past month 107 %
Old Spice is now the number 1 body wash for men
The campaign is having a significant impact on Old Spice sales, both for body wash and the overall franchise. Old Spice has month over month strengthened its market position and is now the number one brand of body wash and deodorant in both sales and volume with growth in the high single/double digits.
Graphics
Table 1: Key performance indicators around the Old Spice campaign, 2010
Table 2: US Social Network users 2008-2014
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Table of Contents
Introduction
What is Old Spice?
Old Spice is the quintessential men’s grooming brand. With more than 70 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-per spirant/deodorant stick and body wash brand with guys of all ages. Old Spice brings authenticity, performance and confidence to male grooming and offers a wide product portfolio for today’s man, including anti-per spirants, deodorants, body washes, body sprays, after …show more content…
shaves and colognes (Old Spice 2013a).
History of Old Spice
The first Old Spice product, called Early American Old Spice for women, was introduced in 1937, closely followed by Old Spice for men in 1938.
The Old Spice products were manufactured by the Shulton Company that was founded in 1934 by William Lightfoot Schultz.
Early American Old Spice was developed around a colonial theme. When Old Spice was introduced, William Lightfoot Schultz was interested in maintaining a colonial framework for those products and chose a nautical theme for Old Spice. Thus, colonial sailing ships were used as a trademark. Through continuous use and advertising, the various ships have become a valuable trademark identifying the Old Spice product for men.
Procter & Gamble, an American multinational consumer goods company, purchased the Old Spice fragrances, Skin Care and Antiperspirant and Deodorant products from the Shulton Company in June 1990 (Procter and Gamble …show more content…
2013b).
Wieden + Kennedy
Founded by Dan Wieden and David Kennedy, and headquartered in Portland, Oregon, this is one of the largest independently-owned advertising agencies in the world working with clients such as Old Spice since 2006. With its offices in New York, London, Amsterdam, Sao Paolo, Delhi, Shanghai and Tokyo, this agency creates strong and provocative relationships between good companies and their customers. Its most successful campaigns were the ‘Just do it’ for Nike, the ‘Coke side of life’ for Coca-Cola and ‘the Man your man could smell like’ for Old Spice. Wieden and Kennedy was named as agency of the year several times, for their work including “The man your man could smell like” (Wieden and Kennedy 2012).
The Male Grooming Market
The men’s grooming market in the United States is estimated to be worth $3.5 billion. The market for male-specific brands has grown faster than the general market over the past few years as new brands offer men a wide array of products designed for specific needs. A plethora of brands including Nutrogena Men, Nivea for Men, Axe, Biotherme Homme, Adidas Active, Right Guard, Gillette Series and Old Spice compete for the allegiance of males in a market that is becoming highly segmented.
In the past, marketers have been reluctant to push men’s lines beyond the basics such as shaving products, deodorants, and hair care products, since the male attitude towards experimenting with different grooming products and brands has traditionally ranged from reluctant to hostile. The recent influx of new products shows that marketers are finally taking a chance in this unexploited market. They have identified an attitude shift among men toward grooming products, and they’re now willing to devote resources to the category to encourage the shift further.
Two companies and three brands dominate the deodorant and body wash segment of the market. Unilever, a multinational packaged goods company, markets Axe deodorant and body washes. Axe claims it is the world’s top male grooming brand and prides itself on developing a constant stream of new ideas to keep guys a step ahead in the mating game. Procter & Gamble markets Old Spice deodorants and body washes. Old Spice is a traditional leader across all male age segments. It is a brand name that has stood the test of time. Procter & Gamble acquired the Gillette Company in 2005 - P&G’s largest acquisition ever. Procter & Gamble now controls two of the three leading brands in the market (Spire Journal 2012).
In recent years Old Spice has completely re-imaged itself. Once mainly known for the aftershave used by dads and granddads, the makeover includes products sporting hip new packaging and advertisements that trade in the whistling sailor for scantily clad women more accustomed to being whistled at. It is now a vibrant brand targeted at teenagers and twenty something males (Neff 2008).
Old Spice Campaigns
Over the years Old Spice products have been labelled as ‘grandfather’s product’ and have been trying to target a younger audience. As of 2007, Old Spice has been trying to introduce a more youthful new attitude with its “Experience Is Everything” campaign. Old Spice has now proven to have one of the most memorable creative marketing and advertising concepts ever executed.
‘Experience is Everything’ Campaign: January 2007, featuring actor Bruce Campbell. This campaign is aimed at customers in their teens to early 20s, combining a sense of innuendo and old-fashioned charm.
‘Smell Like a Man, Man’ Campaign: February 2010, featuring Isaah Mustafa. The first spot - called ‘The Man Your Man Could Smell Like’ has become a pop culture phenomenon that continues today.
‘Scent Vacation’ Campaign: February 2011. Highlighting the Old Spice Fresh Collection, a line of deodorant, body spray and body wash, the new series of ads includes TV, print and digital executions all inspired by scents from some of the freshest places on earth like Cypress, Denali, Fiji, Matterhorn and Komodo (Procter and Gamble 2012c).
‘Mano a Mano in el Baño’ Campaign: July 2011, featuring an international model and icon Fabio. Fabio issued a video challenge to Old Spice Guy Isaiah Mustafa to meet up to determine who the “Best Old Spice Guy” is (Procter and Gamble 2012d).
‘Smell Better Then Yourself’ Campaign: September 2011, centred around the Old Spice Red Zone product line up of deodorant, body spray, and body wash (Procter and Gamble 2012e).
‘Smell is Power’ Campaign: February 2012, featuring former NFL player Terry Crews.
‘Believe in your Smell’ Campaign: April 2012. This campaign has been dreamt up for Old Spice’s new Champion scent, and it’s still meant to be as empowering and inspirational as the previous ads starring Isaiah Mustafa and Terry Crews (Time 2012). 'Mr. Wolf dog ' Campaign: March 2013. The latest Old Spice campaign features a wild animal wolf dog as the marketing director for Old Spice.
Objectives
Before we look closer at target audience and ideas we should point out that the first objectives of the campaign was of course to beat out Axe as the leading seller of men body wash all across the USA. Old Spice tried it by embracing social networking as a way of engaging costumers. In recent years consumer media habits have changed significantly with a decline in the importance of traditional media and growth in new digital platforms. Therefore advertisers had to adjust their marketing budgets to align with new audience patterns. They also combined both feminine and masculine appeal in their advertisements to start a dialogue between men and women or boyfriends and girlfriends.
Target Audience
Old Spice »The Man Your Man Could Smell Like« was aimed at both man and women. Although products of this campaign are for man only, women are the one who usually buy bath and soap products. With campaign they try to change the perception that Old Spice, like the name of the brand, is for old people like our grandfathers. Going along with changing their image, Old Spice, wanted this campaign to appeal towards new target audience, which are males found in the 18–34 age group. But they also wanted to appeal towards women (mothers, wives, etc.) who are usually the actual buyers of the products. So they aimed campaign at men, to trigger demand for the product and to drive usage, and women, to drive purchasing.
Campaign was focused on interacting with the fans and target audience. Old Spice wanted to interact with their consumers in a way that they respond in a quick and personal manner. That is why they focused on Twitter and Facebook accounts and of course on YouTube channel.
Wieden & Kennedy wanted to keep campaign alive by incorporating the ridiculousness and humour that made the original commercial so popular. So they engaged fans, which were, as we will show later, a great idea.
Idea
The first idea was to film an interesting, funny commercial that celebrates the importance of smelling like a man. But that was just a start. What was really a good idea was the activity that was targeted at the “Twitter generation” after the launch of commercial during the Super Bowl in February 2010. In months after the release they created more than 100 short clips featuring Mustafa, but this time addressing individual Twitter users that are famous in the United States (such as actress Alyssa Milano, worldly known coffee shop Starbucks and magazine GQ). So the idea was not just to make a great commercial but to continuously film responses to tweets that commented the original video. Isaiah Mustafa and Old Spice became dominate discussion in social media. Interactive nature of campaign itself sought to engage consumers in a two way dialogue with the brand to help build trust.
Programming -
The Man Your Man Could Smells Like
As we mention before Old Spice’s goal was to break the perception of “grandfather’s product.” They asked themselves how we can change the idea of Old Spice is really “old”. In that way of thinking they wanted to reach young people; women who were responsible for 80% of household spending and whereat man at the same time to generate conversation around body wash.
Old Spice used Super Bowl XLIV1 in 8 February 2010 which has average audience of 106.5 million viewers all around the world. The campaign was launched with two commercials: The primary 30-second spot, and a shorter 15-second companion piece. Isaiah Mustafa who will became “Old Spice Man”, starts off in his shower and then smoothly transitions to a boat, where he 's holding an oyster that becomes tickets that turn into diamonds, before the camera pulls back to reveal that he 's sitting on a white horse. But the key element is his opening line - "Hello, ladies" - aiming the campaign directly at the true target audience of men 's fragrances (Porter). [To check the video; http://www.youtube.com/watch?v=owGykVbfgUE ]
The inception of “The Man Your Man Could Smell Like” was to be the perfect spokesman for the situation at hand. A crusader against “lady-scented” body wash, his suave, charismatic ways appealed to both sexes and his “look at your man, now back to me” dialogue practically forced a conversation between ladies and their guys. The key idea of this motto and commercials was taking objectives that women like such as diamonds, boat for vocation, exotic places etc. and saying “anything is possible” if a man uses Old Spice with absurd humor way. They received 5.9 million YouTube views just 24 hours after Super Bowl. Audience loved the commercial so much even they made their own “Old Spice style” videos and shared on YouTube.
‘Video Response’ Campaign
W+K made three more TV shots with same style after then they took a step forward in order to their purposes of changing their company position.
As we mentioned before they wanted to engage attention of young people. After a string of successful television advertisements titled "The Man That Your Man Could Smell Like", they decided to adapt that campaign to social media which is very popular in our century and spark interactive conversations about their brand. We can say that there is an excellent use of social media as a two way channel. The original commercials featuring Mustafa were so successful that they lead to the July release of a follow up campaign that called ‘The Return of The Man Your Man Could Smell Like’ or the ‘Video Response’. It moved the Old Spice Guy from TV to the Internet. Basically campaign is about his fans could post questions or comments on Twitter, Facebook, or Reddit and he would respond to his favorite questions/comments by YouTube
videos.
Old Spice launched a personalized marketing campaign by directly speaking to social media users through videos on Youtube. It started on the morning of July 14, 2010 when the Old Spice twitter account @oldspice tweeted “Today could be just like the other 364 days you log into twitter, or maybe the Old Spice man shows up @oldspice”.
After that tweet, the Old Spice guy spent the next day and a half on the Old Spice Youtube channel directly responding to tweets mentioning @oldspice. He responded to a wide range of people including celebrities, companies, and seemingly random people. The word spread fast about what Old Spice was doing and it seemed like everyone on Twitter was sending a tweet to @oldspice with the hope that they would get a video response.
This wasn’t like responding to a comment or emailing a customer. It was extreme personalization that happened in real time. The Old Spice man, played by Isaiah Mustafa, worked directly with a film crew and social media strategist to shoot the response videos as people replied to @oldspice on Twitter. It didn’t take weeks, or days to receive a response forms the Old Spice Man, the videos were posted within hours of people tweeting @oldspice. As a result, it didn’t take long for the videos to go viral.
Even Hollywood got in on the act and many of these are well-known people with tons of followers who retweet the videos and spread them virally. For example; Alyssa Milano tweeted, "GENIUS. Shirtless Old Spice guy replies on Twitter with hilarious personalized videos". In response to that tweet, Old Spice posted a video with Isaiah Mustafa, the shirtless guy, joking with and thanking Alyssa: [http://www.youtube.com/watch?feature=player_embedded&v=s5KIYhXa_8E]
Or Digg founder Kevin Rose tweeted out that he was sick, and in response the Old Spice Man created the video embedded above, in which he tells Rose that he has never had a fever himself because his body is “98 percent muscle.” He even talks to Rose in binary code so that Rose can understand, to which Rose responded on Twitter: [http://www.youtube.com/watch?feature=player_embedded&v=So5yDtITswY]
Also there is a response video for actress Justine Bateman who tweeted, “Can the Old Spice guy do ads for all the world’s products?”: [http://www.youtube.com/watch?feature=player_embedded&v=QsD3JL-c_ho]
Besides these videos there are more memorable video responses:
The NHL Blackhawks asks him what he would do with the Stanley Cup. Old Spice Guy’s response was to “fill the cup with a health smoothie drink, consisting of explosive missile bits, the spirit of a mountain ram, and the tail rotor of an Apache helicopter. I would then drink this health smoothie down into my man stomach to give me the strength to join your ice team as captain, leader and all around great guy-person who is strong."
He crowned Ellen DeGeneres "Grand Princess Queen of all who are pleasant, syndicated and prone to spontaneous dance movements" in Eastern Latvia, where he claimed to have just been made King.
He smashed a pirate piñata for Demi Moore.
The famous brand “Gilette” also mentioned Old spice on twitter. They supported each other with this way.
A fan event requested that the Old Spice Guy proposed to his girlfriend: [http://www.youtube.com/watch?v=_-fLV28SkZ8]
This campaign was focused on interacting with the fans and target audience. Not only did the campaign aim to interact with its consumer but also it wanted to respond in a quick and personal manner. It also aimed to maintain the increasing traffic of the Old Spice website, Twitter and Facebook accounts, and YouTube channel.
We can say that Old Spice’s social media campaign is an example of personalization. The idea behind personalization is that if you create content your audience will relate to and connect with they will engage with it. By directly responding to a wide range of people with their creative videos, Old Spice was able to create an incredibly fun and personalized user experience that everyone wanted to be a part of. The experience felt so personal that it was almost impossible not to send @oldspice a tweet.
In the end of this campaign, over 180 personalized videos were uploaded to YouTube. They did a great job of connecting their online campaign with their offline television advertising. Besides they took the 2011 Webby Awards by storm, winning the awards for the Best Use of Social Media and Viral Marketing.
Fabio vs. Old Spice Guy Campaign
In order to take advantage of the campaigns popularity, the creatives at Wieden & Kennedy decided to take the campaign one step further after great social campaign. They came up with a loose storyline in which Fabio was jealous of Mustafa’s popularity and wanted to challenge him for the throne as the Old Spice Guy.
The brand unleashed the first ads featuring Fabio on YouTube and on TV on July 20 with no explanation. On July 25, Fabio laid out his “Mano a Mano in el Baño” challenge to Mustafa at “9 a.m. tomorrow, Internets.” The next day, Mustafa accepted. That week, over a three-day period, Mustafa and Fabio would shoot more than 150 videos depicting ridiculous competitions (Wasserman). Going into the campaign with no real idea of how it would end, they turned to the fans and see what they had in mind. Jordan S. suggested that Mustafa should build a time machine to prevent Fabio from trying to take his place and this was in fact how the competition ended between the Old Spice Guy and Fabio (Wasserman).
Following in its predecessor’s footsteps, this campaign received over 22 Million YouTube views in one week. For the first time ever in a YouTube channel held the number one and number four spots for most viewed channel for the month on YouTube (Wasserman). Campaign received more than 53,000 YouTube comments and 68,000 new Facebook fans (Wasserman).
Results and Evaluation
Some of the things they highlight are:
Nearly 105 million YouTube views of the campaign
More people watched its videos in 24 hours than those who watched Obama’s presidential victory speech
Total video views reached 40 million in a week.
Campaign impressions: 1.4 billion.
Since the campaign launched, Old Spice body wash sales are up 27%; in the last three months of 2011 were up 55%; and in the last month of 2011 up 107%
Evaluation 2011:
1. Old Spice Brand & The ‘Man Your Man Could Smell Like’ Evaluation
Since Old Spice started focusing on a younger consumer the brand sales and market share have gone up. Interestingly enough, after the release of the ‘Man Your Man Could Smell Like’ campaign, Old Spice’s RedZone body wash sales went down by 7 %, however, other products had gone up 8 % during the same time period and RedZone sales hit 1.6 million $ at the end of July of 2010, a 49 % increase over the sale numbers at the end of February. According to Nielsen, a market research company, the overall sales for Old Spice body-wash products were up 11 % in the last 12 months since the release of the campaign; up 27% in the last 6 months; up 55 % in the last 3 months of 2011; and in the last month, with 2 new TV spots and the online response videos, up a 107%. The commercial itself has won a Creative Emmy Award for Best Commercial of the Year and the Grand Prix at the Cannes Lins International Advertising Festival in 2010. Since the original release the video has had more than 20 million YouTube views. In terms of changing its image, the string of three viral campaigns have solved this problem for the brand, says an Old Spice rep. One of the reasons these campaigns were so successful was because rather than trying to further broadcast the messages through social media, Old Spice was allowing people connect person to person, creating a sense of intimacy between the character and his viewers.
2. ‘Video Response’ Evaluation
Only 3 days after the release of the respond videos, Old Spice had released over 180 videos, 11 million views, and more than 22,000 comments. As of October 2010, the number of views has gone up to 15 million. The general Old Spice YouTube channel became the most popular sponsored channel with over 100 million followers. Not only was this campaign successful in the social media realm but a few months after the release, Old Spice body wash sales rose 107 %. The popular social media and Internet blog, Mashable.com, event went as far as starting this campaign is the future of marketing. It became one of the fastest growing online video campaigns of all time. Compared to some of the most popular viral videos to date and the number of views within the first 24 hours, Old Spice Guys response videos received around 6 million views. It beat Obama’s victory speech (under 5 million views), Bush Dodges Shoes (around 4.2 million views), and Susan Boyle (3 million views). Within a week of the response videos being released, Google searches for “Old Spice” went up 2,000 %. Marketing analyst for Measurable Measures Matt Fiorentino, says the campaign is unprecedented, there’s never been a campaign that has answered users’ questions so personally and so quickly, he says. It wasn’t just that, it’s the way that they did it. The writing and the acting were brilliant, he adds.
3. Fabio vs. Old Spice Guy Evaluation
Following in its predecessor’s footsteps, this campaign received over 22 million YouTube views in one week. For the first time ever in a YouTube channel held the number one and number four spots for most viewed channel for the month on YouTube. Campaign received more than 53, 000 YouTube comments and 68,000 new Facebook fans.
Campaign in numbers:
For the first 3 months of 2010 “Old Spice Smell Like a Man” commercial help 75 % of the conversation in its category.
Real time messages was the fastest growing and most popular interactive campaign in history
Response videos:
a) day 1: 5.9 million views
b) day 2: 8 out of 11 most popular YouTube videos
c) day 3: 20 million views
d) one week: 40 million views
Brand Tweeter following increased 2700 %
Facebook interaction went up 800 %
Website traffic went up 300 %
1.2 billion earned media impressions, including features on national broadcast networks and international media outlets
Old Spice became number 1 all the most viewed branded channel on YouTube
6 months since the original airing 1.4 billion impression shave been made
First of august 2010 Old Spice body wash increased 27 % from a year ago; last 3 months 55 %; past month 107 %
Old Spice is now the number 1 body wash for men
The campaign is having a significant impact on Old Spice sales, both for body wash and the overall franchise. Old Spice has month over month strengthened its market position and is now the number one brand of body wash and deodorant in both sales and volume with growth in the high single/double digits.
Graphics
Table 1: Key performance indicators around the Old Spice campaign, 2010
Table 2: US Social Network users 2008-2014