Old Spice Case Study Using Social Media To Revitalise A Brand

Old Spice Case Study Using Social Media To Revitalise A Brand-3
Organization/background: The Old Spice products were manufactured by the Shulton Company, founded in 1934 by William Lightfoot Schultz.The brand’s first product, Early American Old Spice for women, originated in 1937, and Old Spice for men followed not long after in 1938.

Organization/background: The Old Spice products were manufactured by the Shulton Company, founded in 1934 by William Lightfoot Schultz.The brand’s first product, Early American Old Spice for women, originated in 1937, and Old Spice for men followed not long after in 1938.

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The Old Spice campaign has proven to be one of the most memorable creative marketing and advertising concepts ever executed.

It has longevity and endurance that has been achieved through a mix of several reiterations as well as using online and offline marketing, social media and PR that has kept the original content bubbling across the Web.

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.

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.

Here are some of the numbers that were the result of the continuous marketing campaign.

At the end of the day you can have all the noise, buzz and viral success you like but if you don’t increase sales you might as well pack up and go home. Originally one of the rules of thumb for on-line videos was that they shouldn’t be any longer than two minutes but the Old Spice You Tube videos were mostly less than a minute and as short as 17 seconds. A traditional offline video is hard to share, so making your ad into a You Tube video enables it to be shared and the distribution crowd sourced.

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.

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