‘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).
'Old Spice, 'The Man Your Man Could Smell Like'. 