Old Spice Case Study Using Social Media To Revitalise A Brand

Old Spice Case Study Using Social Media To Revitalise A Brand-19
I don’t know about you but sometimes you see a funny ad on TV and you have to wait for it to be replayed to view it again.Publishing on-line as well as off-line makes it searchable and able to be viewed on demand. If your social media marketing is good enough, mass media will pick it up, especially if it has humour and entertainment value and will advertise it for free to millions of their viewers and readers.

I don’t know about you but sometimes you see a funny ad on TV and you have to wait for it to be replayed to view it again.Publishing on-line as well as off-line makes it searchable and able to be viewed on demand. If your social media marketing is good enough, mass media will pick it up, especially if it has humour and entertainment value and will advertise it for free to millions of their viewers and readers.One of the writers behind the Old Spice campaign Jason Bagley said.

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The approach was certainly quantity over quality which social media advocates will recognise.

Don’t wait for your post to be perfect before hitting the publish button because it never will be.

Since its initial launch, the original You Tube ad has been viewed over 45 million times, and is the recipient of the 2010 Cannes Lions Film Grand Prix award and Primetime Emmy Award for Outstanding Commercial.

The colossal success of the “The Man Your Man Could Smell Like” ad gave rise to an ongoing social media campaign, which bolstered the company to explosive success.

Wieden Kennedy created the original ad for the Super Bowl for their client Procter and Gamble the owners of the iconic Old Spice brand.

The ad featured former NFL athlete Isaiah Mustafa and was a a video centric marketing campaign that combined both traditional and social media.

Social Media Solution: The solution was the now infamous “The Man Your Man Could Smell Like” ad, which features former NFL wide receiver, Isaiah Mustafa, in his new role as the “Old Spice Guy.” In the 30-second ad, which aired on You Tube a few days before the 2010 Super Bowl and then on television the day after the game, the sharp and shirtless Mustafa delivers promises of what’s possible “when your man smells like Old Spice and not a lady.” Business result: The ad went viral, and the brand along with it.

The online and televised ad captured 75% of all conversations in the category.

The latests reiteration was last month with a rival introduced called Fabio (an ageing male super model) and cleverly called the “New Old Spice Guy”

v=H73O8za Hm Ao The creators of the campaign decided to add a negative twist to rejuvenate the campaign by introducing a rival “Fabio” the “New Old Spice Guy” and had the viewers vote on who they preferred .

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