Viral marketing refers to marketing techniques that thrives on viral spread, this. Body wash represent 20% of old spice s total sales. Old spice took the ad to the fans first, handing the new spot over to one lucky super fan on feb. For old spice to permanently rebrand and appeal to a new generation it was vital to prioritize. Old spice advertising campaign analysis by joseph hickey on prezi. Old spice case study zones of social media marketing.
Old spice scent vacation campaign fact sheet old spice. This type of strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry. Old spices strategy to remain youthful cannot be limited to advertising to the unmet. Recently, it has also been at the forefront of creative and persuasive advertisement techniques to get not only a male audience to buy their product, but even a female audience to buy products. Weighing heavily on the old spice team was the decision to advertise in the super bowl.
Within the first 6 months of the man your man could smell like commercial airing their yearoveryear sales increased 27%. Designed around smell like a man, old spice deals basically in all men care products, for target group of 1835 year old men, with an active life style. Product and target audience analysis old spice advertising campaign analysis target market cont. These two new scents possess monstrous sweat protection and almighty mythical scents. The brand actually dates back to 1934, when it was launched by the shulton company. Old spice is one of the most popular mens grooming products.
Sexism in advertising and marketing to women, international journal of advertising 241, 2005, 1115. To measure the campaigns impact, the brand planned to track pr impressions through. The whistling sailor old spice featured in its previous advertising was outdated. Advertising strategy mm 102 advertising strategy 3 generic messages are direct promotions of product attributes or benefits without any claim of superiority. People everywhere are quoting mr old spice and old spice has transformed their image thanks to their integrated marketing approach. May 21, 2014 strengths recognized brand established target market variety of product fragrances memorable promotional activities strong brand image masculine, classic affordable pricing strong distribution channel successful use of social media especially youtube weaknesses very youthful image competitors axe, larger product line deodorantsbody washes availability of cheaper substitutes old. Old spice succeeded not with a facebook strategy but with a strategy that leveraged the ironic hipster aesthetic.
The same advertising technique is used in both the axe and the old spice companies. What can old spice teach us about effective marketing. Old spice response campaign was more popular than obama. Engagement marketing strategy old spice manly man campaign. What old spice teaches us about brand repositioning. Jul 15, 2010 the makers of old spice have pulled off a cheap and quick marketing coup that could change the way consumer products are promoted. Prior to their 2010 super bowl commercial, old spice had been known as a company that sells deodorant and body wash to your grandfather. Strategic brand management campaign analysis of old spice. Outline rhetorical analysis on old spice commercial. The statistics from the old spice campaign in the us tell the story.
Visual analysis old spice studies in visual cultures. To announce old spices super fan distribution strategy, the brand unveiled a super fan video with the old spice guy on jan. The man your man could smell like pdf free download. Despite not airing during superbowl xliv, the ad was one of the most talked about commercials and helped to ignite old spice sales during a period of intense. For over 75 years old spice has been a prominent brand as a male hygiene and grooming product. Old spice old spice has 71 years of experience helping guys. The first commercial, the man your man could smell like, was an overnight success and quickly became a cultural phenomenon, generating significant. Old spice is one of the most well known brands in the portfolio of procter and gamble. For several years old spice has seemed to do everything right when it comes to advertising. It was originally marketed as a womens fragrance, although a mens shaving lotion was. They are also active on old spice and other facebook, web, and twitter social media sources. Thousands of questions were asked and 180 video responses by the old spice man were created which included a marriage proposal and. Old spice response campaign was more popular than obama adweek.
Research the old spice advertising campaign the man your man. Marketing campaigns use sex appeal to sell products. The archetype of a successful social media campaign. Advertising strategy atlantic international university. Understanding the value of a social media impression april.
What can old spice man teach us about social media marketing. In this print ad, the female eating the ice cream cone has nothing to do with old spice and they tell you that, but she draws your attention to what she has to say. Marketing campaign success old spice transformation marketing. Old spice campaigns suggest that hegemonic masculinity is the only. The campaign is also commonly referred to as the man your man could smell like, being the title of the campaigns initial 30second commercial. Old spice lacked a longterm strategy to reap the benefits from the success that was not in sales growth but what could become a longterm relationship with their consumers. Old spice is probably the best and most complete example of the engagement strategy. The portland based agencys client list includes nike. To further build buzz, old spice invited consumers to submit questions via twitter and facebook to be answered personally by the old spice guy. Strategic brand management campaign analysis of old. Legendary old spice stars terry crews and isaiah mustafa. Advertising strategy draft summer 2017 brian sternthal the advertising strategy course examines how to plan and execute advertising strategy. This type of strategy works best for a firm that is clearly the brand leader and is the dominant company. Old spice march 7, 20 5 comments in roi, social business, social media for business, social media marketing, social media strategies by corey padveen social media turned the old spice brand into a personality with which people were eager to engage.
In maslows hierarchy of needs, old spice hits on the esteem and lovebelonging levels. This was mainly due to the way they marketed their product. Case study on successful viral marketing of oldspice. Viral marketing 5 marketing lessons from old spice funny. The first commercial, the man your man could smell like, was an overnight success and quickly became a cultural phenomenon, generating significant wordofmouth buzz online and offline, and getting referenced by many celebrity fans. Old spice became the leading deodorant and antiperspirant. The product strategy and mix in old spice marketing strategy can be explained as follows.
A collection of the best old spice creative work, such as advertising, marketing campaigns and videos. The first part of the essay will explain about the brand old spice and the stiff competition it faced which resulted in old spice having to change their brand image. Why old spice continues to dominate viral marketing. This essay aims to analyse the 2010 old spice campaign which began with the release of the man your man could smell like commercial and finishing with the interactive response campaign. Old spice brand positioning and imc linkedin slideshare. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall. Repeating success in the face of competitive threat. The genius of old spices viral marketing campaign the. Looking at successful marketing campaigns of the past is a great place to start. The earliest old spice product was released in 1937.
The first section focuses on planning the advertising. Marketing campaign success old spice transformation. In the past few days, the deodorant company invited socialmedia. There are more videos on youtube and vimeo if you want to see more of the program. Old spice needed a campaign that would win the battle of the buzz. Following the launch of the ad campaign, the companys sales more than doubled, their website traffic increased by 300%, the old spice youtube channel. Old spice vs axe 1 old spice versus axe hanover college. Old spice is a worldrenowned deodorant and body wash brand nowadays however this was not always the case. Feb 24, 2010 old spice has been putting out many new advertisements selling primarily on sex appeal. Its new ads featured a straightshooting, confident man who guarantees the efficacy of old spice deodorant. The campaign was initially launched to market old spices red zone after hours body wash, but has subsequently been. In this old spice ad the intention was to obviously to increase their sales by engaging a wider audience, which they did by targeting women.
During super bowl in 2010, old spice broadcasted a commercial film where. Old spice advertising, marketing campaigns and videos. In order to increase their market share and sales in this highly competitive environment, they needed to create a buzz. The campaign sees isaiah move seamlessly from his bathroom, to a boat and onto a horse within 40 seconds as he attempts to persuade american men to stop borrowing their partners. For old spice to permanently rebrand and appeal to a new generation it was vital to prioritize a longterm relationship with scope and scalability. Apr 02, 2014 old spice took a different stand where they wanted to connect with their audience and their sales exploded. Old spices campaign set the bar for the kind of social media campaigns that can be launched, and since then several brands, such as cisco, have unsuccessfully tried to imitate the campaign. Alongside this advertising and content marketing campaign was an effective social media strategy that. Taco bell and old spice are other examples of companies who are.
The ad is intended to be funny which involves the audience and makes it memorable. The minds behind the old spice guy campaign reveal their keys for marketing success. After the flood of responses came in, old spice decided to interact with their fans in the form of questions for the old spice man. In addition to old spices positioning strategy, they also employed an actor. Was the old spice brand acquisition a successful strategy. The power of the old spice wild collection has just gotten wilder. Old spice advertising campaign analysis by joseph hickey. Esi egglestonbracey, the general manager of old spice stated in an interview about their target market that, what we learned over the years was we can get teen and young adults by. Theyve had a slew of highly recognizable, entertaining and popular marketing campaigns centering on. Old spice s campaign set the bar for the kind of social media campaigns that can be launched, and since then several brands, such as cisco, have unsuccessfully tried to imitate the campaign. In 2010 old spice released its man your man could smell like campaign which was the main campaign that brought on the video response and fabio vs. Yellow pencil writing for advertising writing for film advertising, 2011. The old spice advertising campaign hit youtube, and soon after, parodies of the ads were being posted on a daily basis. Costs of super bowl entry old spice team was the decision to advertise in the super bowl.
Need a way to change the way consumers view your product. Although, the old spice ads intent is subtler compared to the axe ad, it still is uses propagandistic advertising techniques towards women and men to promote them switching to the best smelling deodorant named old spice. Jul 15, 2010 the campaign, in which the old spice guy as actor isaiah mustafa, who starred in most of old spices recent commercials, has come to be known as on the internet ended today. Jul 18, 2010 and, according to advertising age, the old spice commercials received more than 7 million online views this week alone and that does not include the viral vignettes were talking about here.
We know men have thicker skin and luxurious facial hairs to grow classy mustaches and thick beards if they so choose. Old spice has not solely dedicated an advertising campaign to promote the attributes of old spice body wash. The campaign was initially launched to market old spice s red zone. Since the old spice brand required considerable advertising expenses, certainly managers expected an immediate payoff in terms of sales to justify these costs. Your man could smell like commercial or the axe snake peel commercial and. Old spice s strategy to remain youthful cannot be limited to advertising to the unmet. Oct 03, 2014 rhetorical analysis outline old spice introduction. Marketing partnerships have a number of benefits to push a marketing campaign. To announce old spice s super fan distribution strategy, the brand unveiled a super fan video with the old spice guy on jan. Apr 20, 2015 the next takeaway from old spice is what they did after launching the campaign.
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