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Old Spice Prezi

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by

Adam Millett

on 5 March 2013

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Transcript of Old Spice Prezi

Adam Millett Nicola Kelly Mark Chaney Neil Mulhern Kenneth Fernee Digital Communications Interactive online Advertising
Banner Ads
Pop-ups
Rich media ads
Online video
Microsites Interactive online sales promotions, direct marketing, PR, and online personal selling. SEM
SEO
PPC ads Email marketing
SMS
WOM Communication
Viral Marketing Widgets, Blogs, Podcasting, RSS,
Interactive online communities,
Social networks,
Affiliated marketing SEM and online advertising were covered last week! We will focus on Viral marketing Social Media WOM Communication Digital Communications enable participants to respond and interact in real time with one another. In the case of our chosen company, Old Spice has created hype and buzz around the brand. Digital Communications “Organisations attempt to engage individuals with messages that are delivered through electronic channels, and which give all parties the opportunity to response” (Fill 2000) Procter & gamble acquired Old spice in 1990,
they have rejuvenated the brand but
haven’t forgotten its heritage. Product Range:
Antiperspirant
Deodorant
Body Wash
Body Spray
Fragrance "The original. If your grandfather hadn't worn it, you wouldn't exist.” Guy •Fill,C (2000). Martketing communications, interactivity, communities and content.. 5th ed. Prentice Hall London: Prentice hall. pp 1-X. Viral video campaign launched in 2010 'The man your man could smell like' Best in class? WHY? Old Spice guy in numbers Original video - 6.7 million views in 24 hours, 23 million after just 36 hours. Became most viewed sponsored channel on Youtube with 236 million views. 80,000 Twitter followers in two days. 800% increase in Facebook interaction, now with over 1.5 million followers. Most importantly! Sales figures increased by 107% •jeffbullas.com. (2011). 11 social media marketing lessons from the Old Spice campaign.. Available: http://www.jeffbullas.com/2011/08/30/11-social-media-marketing-lessons-from-the-old-spice-campaign/. Last accessed 24-2-2013. Extra Publicity Isaiah Mustafa interviewed on Ellen about Old Spice. "Although there's been speculation that the Old Spice Guy's 'manliness' is affecting our servers resulting in a slower service for some YouTube users, our engineers have discovered another issue," he said. "We're working hard to address it and should have the site back to normal shortly." - Message from Youtube spokesman. 'Fan' generated content and Parodys. •reelseo.com. (2011). Old Spice man takes all internet marketers to school. Available: http://www.reelseo.com/spice-man/. Last accessed 24-2-2013. •ellentv.com. (2010). The Old Spice actor visits Ellen. Available: http://www.ellentv.com/2010/03/11/the-old-spice-actor-visits-ellen/. Last accessed 25-2-2013. Interactivity Personal Responses Old Spice guy directly responded to fans and media members via Twitter, Youtube and more. Responded directly to comments on Reddit, uploading photos and creating personalized voice messages to prove legitimacy. 186 replies in total to comments and questions. Granted request to Propose! First online campaign to provide such personalized interactivity. •reelseo.com. (2011). Old Spice man takes all internet marketers to school. Available: http://www.reelseo.com/spice-man/. Last accessed 24-2-2013. Continued success Fabio! Real time streaming internet duel Fans could influence winner with continuous interaction with voting buttons for each of the Old Spice guys as they duel. New videos created and Old Spice was all over Youtube, Facebook and Twitter. The Winner? Still going •digitalbuzzblog.com. (2011). Isaiah vs Fabio in Old Spice internet duel.. Available: http://www.digitalbuzzblog.com/isaiah-vs-fabio-in-old-spice-internet-duel/. Last accessed 26-2-2013. STRONG! Teamed up with 'Muscle Man' Terry Crews and Vimeo to launch interactive Muscle music campaign. "First ever fully interactive and sharable music/video player on Vimeo or Youtube. More viral videos on Youtube with Terry Crews, with similar success to the 'man your man could smell like' campaign. Terry Crews also answered questions directly on Reddit, furthering Old Spice' unprecedented level of interactivity. •graftonmedia.com. (2012). Vimeo and Old Spice team up for muscle music campaign.. Available: http://www.graftonmedia.com/blog/vimeo-and-old-spice-team-muscle-music-campaign/. Last accessed 26-2-2013. Campaign effectiveness Main Points Blurred line between content and promotion Very easy to parody which brought free publicity Audiences claimed ownership of brand reimage with genuine and significant impact of ads plot. Cross Media Integration Witty, hilarious, aesthetically pleasing and most importantly, rapidly responsive. P&G’s trust in Wieden + Kennedy •Wasserman, T. 2011. How Old Spice Revived a Campaign That No One Wanted to Touch [Online] Available from: http://mashable.com/2011/11/01/old-spice-campaign/ [Accessed 27th of February 2013] •Borden, M. 2010. The Team Who Made Old Spice Smell Good Again Reveals What's Behind Mustafa's Towel [Online] Available from:http://www.fastcompany.com/1670314/team-who-made-old-spice-smell-good-again-reveals-whats-behind-mustafas-towel [Accessed 27th of February 2013] Why did this campaign suit the Old Spice brand? - Demographic men in their 20’s - Younger/older tend to aspire to appear in their 20’s Using ex-sportstars-come actors doesn’t alienate men while being appealing to female buyers. The use of digital aids helped to dispell the 'old man' image. •Small, S. 2010. Old Spice Campaign Case Study [Online] Available from: http://from.simontsmall.com/index.php/2010/08/12/old-spice-campaign-case-study/ [Accessed 27th of February 2013] •Cannes Lions. 2011. The Man Your Man Could Smell Like [Online] Available from: http://www.canneslions.com/winners_media/2011/effectiveness/pdf/00071_submission.pdf [Accessed 27th of February 2013] 60% of men’s body wash is bought by women Main Competitors Sex Sells Phone App Dove men + care microsite Nothing to really rival Old Spice! Recommendations Current campaign is slightly dull Loss of humour and interaction Dove using F1 drivers and Mountain Climbers Axe using “Apollo” Campaign Still a Gap in the humour market What do you want in a man? Target women to find out what they think makes a man, a man! Customer generated Video uploads Create Buzz around the next 'Old Spice Guy' Old Spice Guy Auditions Online video auditions. Prize incentive of being on the ads and payment. Celebrity endorsers pitch their own as well. Select top 50 - Customers then vote for the winner. References •Fill,C (2000). Martketing communications, interactivity, communities and content.. 5th ed. Prentice Hall London: Prentice hall. pp 1-X.•jeffbullas.com. (2011). 11 social media marketing lessons from the Old Spice campaign.. Available: http://www.jeffbullas.com/2011/08/30/11-social-media-marketing-lessons-from-the-old-spice-campaign/. Last accessed 24-2-2013.•reelseo.com. (2011). Old Spice man takes all internet marketers to school. Available: http://www.reelseo.com/spice-man/. Last accessed 24-2-2013.•ellentv.com. (2010). The Old Spice actor visits Ellen. Available: http://www.ellentv.com/2010/03/11/the-old-spice-actor-visits-ellen/. Last accessed 25-2-2013.•digitalbuzzblog.com. (2011). Isaiah vs Fabio in Old Spice internet duel.. Available: http://www.digitalbuzzblog.com/isaiah-vs-fabio-in-old-spice-internet-duel/. Last accessed 26-2-2013.•graftonmedia.com. (2012). Vimeo and Old Spice team up for muscle music campaign.. Available: http://www.graftonmedia.com/blog/vimeo-and-old-spice-team-muscle-music-campaign/. Last accessed 26-2-2013.•Wasserman, T. 2011. How Old Spice Revived a Campaign That No One Wanted to Touch [Online] Available from: http://mashable.com/2011/11/01/old-spice-campaign/ [Accessed 27th of February 2013] •Borden, M. 2010. The Team Who Made Old Spice Smell Good Again Reveals What's Behind Mustafa's Towel [Online] Available from:http://www.fastcompany.com/1670314/team-who-made-old-spice-smell-good-again-reveals-whats-behind-mustafas-towel [Accessed 27th of February 2013] •Small, S. 2010. Old Spice Campaign Case Study [Online] Available from: http://from.simontsmall.com/index.php/2010/08/12/old-spice-campaign-case-study/ [Accessed 27th of February 2013] •Cannes Lions. 2011. The Man Your Man Could Smell Like [Online] Available from: http://www.canneslions.com/winners_media/2011/effectiveness/pdf/00071_submission.pdf [Accessed 27th of February 2013] Cheers for listening, any questions?
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