‘The OldSpice Guy Arrives Downunder’.

In September 2013 Old Spice brought its ‘The Man Your Man Could Smell Like’ campaign down under, re-launching the product In Australia by treating Australian viewers to their very own Old Spice TV commercial ‘ Special Address To The Nation’. Old Spice also brought with them the Old Spice guy himself, Isaiah Mustafa. Mustafa attended a product launch at ‘Wild Life Sydney Zoo’ wearing nothing but a white towel and a live snake around his neck symbolising the manly man and allowing fans to take photos (Marketing, 2013). The re-launch set out to develop a relationship with Australian consumers using public relations and publicity to build brand image. Overall ‘The Man Your Man Could Smell Like’ campaign showed that the use of IMC to build brand awareness is an extremely effective method. Wieden + Kennedy and Old Spice pushed the boundaries of digital marketing and created what is now a blueprint for digital marketing campaigns being developed throughout the world.


Bibliography

Marketing (2013) Marketingmag Available at: www.marketingmag.com.au/news/old-spice-brings-its-manly-scented-man-to-australia-for-local-re-launch-44657/#.U7EEHNxc9g0 (Accessed 9 July 2014)

Image & Video References

Display Image (2014) Newyork.cbslocal Available at: http://www.newyork.cbslocal.com/?attachment_id=810796 (Accessed 9 July 2014)

Old Spice. 2013. Old Spice Australia & New Zealand. Available: https://www.youtube.com/watch?v=0tgiVLva38M (Accessed 12 July 2014).

The Effectiveness of IMC #OldSpice.

‘The Man Your Man Could Smell Like’ campaign followed the AIDA response process model. The Old Spice campaign grabs consumer’s attention and develops an interest for products, in turn creating a desire to own the Old Spice brand and hopefully getting the consumer to make a purchase commitment (Belch and Belch, 2010). By the end of the campaign Old Spice had become the #1 all- time most viewed and #2 most subscribed branded channel on YouTube (Fernandez, 2010). The post campaign results of ‘The Man Your Man Could Smell Like’ campaign show just how effective IMC can be.

  •  On Day 1, the campaign received 5.9 million YouTube views, more than Obama’s victory speech after 24 hours (Fernandez, 2010).
  • On Day 2, Old Spice had 8 out of the top 11 most popular videos on the web (Fernandez, 2010).
  • By Day 3, the campaign eclipsed 20 million YouTube views (Fernandez, 2010).
  • One week post-launch, the work had been seen more than 40 million times (Fernandez, 2010).
  • Twitter followers increased 2700% (Fernandez, 2010).
  • Facebook fan interactions went up 800% (Fernandez, 2010).
  • Facebook fans increased 60% (from 500,000 to 800,000) (Fernandez, 2010).
  • Oldspice.com traffic increased 300% (Fernandez, 2010).
  • YouTube subscribers for the brand more than doubled, increasing from 65,000 to 150,000 (Fernandez, 2010).


Bibliography

Belch & Belch, (2010) “Advertising and Promotion”, p.155, Ed 9, McGraw Hill, (Accessed 7 July 2014)

J, Fernandez (2011) Marketingweek Available at: www.marketingweek.co.uk/how-the-old-spice-hunk-took-over-the-world/3030137.article (Accessed 5 July 2014)

Image & Video References

Display Image (2010) Metro Available at:http://metro.co.uk/2010/07/14/old-spice-guy-advert-makes-isaiah-mustafa-an-internet-star-452754/ (Accessed 7 July 2014)

Old Spice. 2010. Questions Available: https://www.youtube.com/watch?v=uLTIowBF0kE (Accessed 12 July 2014).

‘OldSpice’ Success or Failure?

OldSpice_Promo-poster_ShelbyWhite-750-2

Figure 4: OldSpice Results

The Old Spice ‘The Man Your Man Could Smell Like’ campaign was a huge success, building a vast amount of consumer awareness. The IMC applied triggered the emotions and interests of consumers, while also delivering an accurate and relevant message. Wieden + Kennedy successfully changed the positioning of Old Spice from being associated with old men, to a product line wanting to be used by the younger 12-24 year old demographic, while also maintaining Old Spice’s brand equity (Mediameasurement, 2013). The quirkiness and humor in the TV and YouTube media was key, successfully targeting not just males, but female viewers as research showed 70% of females purchased male grooming products for their spouse or partner (Newman, 2010). The advertisements initiated the buyer decision-making process, consumers developed a need for Old Spice and started searching for information on the brands products, evaluating alternatives and possibly making a purchase.

Bibliography

Mediameasurement (2012) Mediameasurement Available at: www.mediameasurement.com/old-spice-demonstrates-just-what-it-takes-to-launch-a-successful-social-media-campaign/ (Accessed 5 July 2014)

A, Newman (2010) Nytimes Available at: www.nytimes.com/2010/07/16/business/media/16adco.html?_r=0 (Accessed 6 July 2014)

Image References

Display Image (2013) Geonice Available at: http://www.geonice.com/ship-logo-with-quotes-online-hd-wallpapers-for-background.html (Accessed 6 July 2014)

Figure 4 (2011) Fastcodesign Available at: www.fastcodesign.com/1663161/infographic-of-the-day-old-spices-wildly-successful-bodywash-ads (Accessed 12 July 2014)

‘OldSpice’ How was it Integrated?

Wieden + Kennedy allowed Facebook fans and Twitter followers to interact with the brand by directly Tweeting or asking questions to the Old Spice guy via the social networking sites. It was initiated after a simple post on Old Spice’s Facebook and Twitter Page.

“Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice Man shows up @OldSpice” (Entrepreneur, 2010).

The Tweet sent social media into a frenzy achieving the goal set by Old Spice to engage more youthful demographics and enhance consumer awareness. Old Spice fans and followers multiplied by the second; the responses even captured the attention of well-known celebrities such as Demi Moore and Alyssa Minalo (Reiss, 2010).Wieden + Kennedy produced around 200 short video responses targeted toward Old Spice fans and followers, answering selected questions. Through IMC and digital marketing touch points Old Spice had people waiting at their electronic devices eager for the next question to be answered, hoping it might just be theirs (Watson, 2010).The idea displayed the use of IMC at it’s finest. Old Spice interacted with fans and followers using social media as a listening tool. The effectiveness of the campaign encoded the message so well that the technique of hard sell advertising developed into a more subtle soft sell approach, which cut through clutter and delivered a clear and consistent message to consumers ‘Buy Old Spice and Smell Like a Man, Man’ (Newman, 2010).

Bilbliography

Entrepreneur (2010) Entrepreneur Available at www.entrepreneur.com/blog/218840 (Accessed 6 July 2014)

A, Newman (2010) Nytimes Available at: www.nytimes.com/2010/07/16/business/media/16adco.html?_r=0 (Accessed 6 July 2014)

C, Reiss (2010) Nbcnews Available at: www.nbcnews.com/id/38282026/ns/business-small_business/t/now-look-here-now-learn/#.U7YCZtxc9g1 (Accessed 6 July 2014)

B, Watson (2010) Dailyfinance Available at: www.dailyfinance.com/2010/07/16/smells-like-viral-advertising-old-spice-through-the-ages/ (Accessed 6 July 2014)

Image & Video References

Display Image (N.D) Fastcompany Available at:www.fastcompany.com/1670314/team-who-made-old-spice-smell-good-again-reveals-whats-behind-mustafas-towel (Accessed 6 July 2014)

Old Spice. 2010. Re:@TheEllenShow. Available: https://www.youtube.com/watch?v=0Cs95FmimP0 (Accessed 12 July 2014).

Old Spice. 2010. Re:@Alyssa_Milano1. Available: https://www.youtube.com/watch?v=-oElH6M_5i4 (Accessed 12 July 2014).

Old Spice. 2010. Re:@Jsbeals. Available: https://www.youtube.com/watch?v=_-fLV28SkZ8 (Accessed 12 July 2014).

‘Types of Media Used’.

old-spice-body-wash-fiji-small-33134

Figure 2: Old Spice Fiji

old-spice-body-wash-matterhorn-small-85879

Figure 3: Old Spice Matterhorn

The Old Spice ‘The Man Your Man Could Smell Like’ campaign developed into one of the most successful digital marketing campaigns ever. The campaign was integrated across multiple media channels including TV, print, online and most effectively, social media. The TV and online ads introduced consumers to ex NFL wide receiver Isaiah Mustafa, an aspirational character embodying the perfect man (Bardsley, 2010).

Hello Rioters. Look at your friend, now back to me. Now at your friend, now back to me. Sadly, he isn’t me, but if he stopped using petrol bombs and started using job centre, he could potentially be me. Look down, back up. Where are we? You’re at an interview with the man your friend could work for. What’s in your hand? Back at me. I have it. It’s an application form to that job you need. Look again. The form is now money. Anything is possible when you get a job and stop looting. I’m on a horse” (Mediameasurement, 2012).

The advertisement delivers a quick, quirky and clear message, breaking through noise and clutter and being easily received by consumers (Bardsley, 2010). The print ads created by Wieden + Kennedy for the campaign sent consumers a visual message portraying a humorous tone. One advertisement shows Isaiah Mustafa covered in sand and palm trees representing the exoticness of Fiji, in the other, Mustafa is covered in snow symbolising the Ice Mountain, Matterhorn wearing nothing but his cheeky grin (Figure 2, 3). The TV and print media delivered on a SMART goal set by Wieden + Kennedy, which was tremendously effective. ‘The Man Your Man Could Smell Like’ campaign was most effective online and over social media, receiving over 20 million views in just 3 days (Fernandez, 2011).

Bibliography

G, Bardsley (2010) Imediaconnection Available at: www.imediaconnection.com/content/27504.asp#multiview (Accessed 5 July 2014)

J, Fernandez (2011) Marketingweek Available at: www.marketingweek.co.uk/how-the-old-spice-hunk-took-over-the-world/3030137.article (Accessed 5 July 2014)

Mediameasurement (2012) Mediameasurement Available at: www.mediameasurement.com/old-spice-demonstrates-just-what-it-takes-to-launch-a-successful-social-media-campaign/ (Accessed 5 July 2014)

Image References

Display Image (N.D) Dailydesigninspiration Available at: http://www.dailydesigninspiration.com/advertisements/wieden-kennedy/old-spice-komodo/ (Accessed 5 July 2014)

Figure 2 (2011) Coloribus Available at: http://www.coloribus.com/adsarchive/prints/old-spice-body-wash-fiji-14503255/ (Accessed 5 July 2014)

Figure 3 (2011) Coloribus Available at: http://www.coloribus.com/adsarchive/prints/old-spice-body-wash-matterhorn-14503205/ (Accessed 5 July 2014)

Image

Old Spice, ‘The Man Your Man Could Smell Like’.

Figure 2: Smell Like a Man, Man

Figure 1: Smell Like a Man, Man

The brand Old Spice was established in the year 1938, it’s a brand that had predominantly been associated with elderly gentlemen, but in 2008 this all changed. Today Old Spice is one of the most recognisable deodorant and body wash brands on the planet (O’ Neil, 2010). In 2008 Old Spice partnered up with advertising agency Wieden + Kennedy and created a series of successful marketing campaigns including ‘The Man Your Man Could Smell Like’. The campaign was a huge success, revamping the brand identity through effective ‘Integrated Marketing Communications’ (IMC). By the end of the campaign Old Spice easily accomplished their goal of increasing sales and re-positioning its brand identity, inspiring a whole new demographic of Old Spice users (Watson, 2010).


Bibliography

M, O’Neill (2010) Socialtimes Available at: socialtimes.com/how-old-spice-swaggerized-their-brand-and-men-everywhere_b18042 (Accessed 4 July 2014)

B, Watson (2010) Dailyfinance Available at: www.dailyfinance.com/2010/07/16/smells-like-viral-advertising-old-spice-through-the-ages/ (Accessed 4 July 2014)

Image & Video Reference

Display Image (2012) Thedrum Available at: thedrum.com/news/2012/04/02/procter-gamble-worlds-biggest-channel-hopper (Accessed 4 July 2014)

Figure 1 (2010) Huffingtonpost Available at: http://www.huffingtonpost.com/2010/06/30/old-spice-pitchman-now-on_n_630837.html (Accessed 4 July 2014)

Old Spice. 2010. Old spice the man your man could smell like. Available: https://www.youtube.com/watch?v=owGykVbfgUE (Accessed 12 July 2014).