Old Spice Case Study Using Social Media To Revitalise A Brand

Old Spice Case Study Using Social Media To Revitalise A Brand-84
Organization/background: The Old Spice products were manufactured by the Shulton Company, founded in 1934 by William Lightfoot Schultz.

Organization/background: The Old Spice products were manufactured by the Shulton Company, founded in 1934 by William Lightfoot Schultz.

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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.

In June of 1990, Procter & Gamble purchased the Old Spice product line and now offers a full line of men’s care products, including anti-perspirant, deodorant, body wash, body spray, bar soap, shave gel, and fragrances. Business need or problem: Old Spice first launched its body wash in 2003.

As the product category grew in popularity, so too did the competition and by 2006, Old Spice was falling in the ranks.

One of the writers behind the Old Spice campaign Jason Bagley said.

Essay Personal Image - Old Spice Case Study Using Social Media To Revitalise A Brand

“.” The marketing team responded personally to tweets with custom You Tube videos, this both surprised and amazed the global audience.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.Following the launch of the ad campaign, the company’s sales more than doubled, their website traffic increased by 300%, the Old Spice You Tube channel became the #1 Most Viewed Sponsored You Tube Channel, and Old Spice became the #1 body wash brand for men.What actually happened: Following the viral success of the original “The Man Your Man Could Smell Like” ad, Wieden Kennedy wanted to find a way to maintain the momentum and keep the conversation going.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.This produced a lot of “Buzz” online and negative comment (viewers “loved” Isaiah Mustafa the original old spice guy) that continued to drive the viral conversation with the original “Old Spice Guy of course winning the competition.I have found negative headlines to produce much better responses than the positive angle eg “30 Things You Should Not Share on Social Media” What impressed you about this campaign?Their solution was the Response Campaign, in which the Old Spice Guy would respond to questions submitted by fans through a variety of social media channels, including Facebook and Twitter, through a series of You Tube videos.In less than three days, Wieden Kennedy filmed over 180 video responses to questions from fans and celebrities, and then posted them on You Tube.


Comments Old Spice Case Study Using Social Media To Revitalise A Brand

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