The man you man could smell like

Evaluation

Objectives

Results

Improve brand image - Old Spice captured 76% of online buzz

Reach new target audience - Over half of the online buzz was from women

Increase Sales - 27% sales increase in first month

Increase Awareness - more than 10 times the number of views for Dove’s Super Bowl commercial.

Media selected

Target Audience

Who is the campaign seeking to talk to? Why is this audience chosen?

Tv was the primary use of media selected - ad first aired on tv at superbowl due to target audience and large viewing numbers.

Tv targets a wide range of people and 111.3 million people were tuned into the superbowl therefore 111.3 million people seen the advert.

Ad did circulation on internet via twitter/facebook before superbowl. After superbowl the ad became one of the most watched youtube videos gaining more views in 24 hours than Obamas victory speech - 5.9 million YouTube views,

After 48 hours - Old Spice had 8 out of the top 11 most popular videos on the web

After 72 hours - 20 million YouTube views

Product aimed at men, advert aimed at women

P&G's research shows 60% of mens body wash is bought by women

Demographics - 24 -40

M & F

Working Class

Geographic - Primarily USA

Physcographic - Spend time as couple, social media, comedy, sports, socialising, movies

Budget

Other similar products are aimed directly at men such as axe- their man competitor with use of half naked women. Old spice use smarter targeting.

Description of advertising campaign

Adspend increased more than $1 billion to $8.6 billion from 2009-2010 with ads including 'The man your man could smell like' being a large part of that

Ad first aired during superbowl 2010 - 30 second ad space costs 2.5 million dollars

111.3 million people watched superbowl

Advert captures audience through humour and charm

Creates a character which will you be able to associate with the brand

Actor: Isaiah Mustafa

Objectives

Advertising objectives for the campaign: what they are, why they were chosen

• Improve brand image
• Reach new target audience
• Increase Sales
• Increase Awareness

Advertising agency

Isaiah Mustafa in early 30's

Before 'The man your man could smell like:

Cheap aftershave, older target audience, 50+

After 'The man your man could smell like:

Affordable body wash, deoderant, younger target audience, 18-40

Proposition

Best known for adverts for: Nike, coca-cola, Honda, Levis, Microsoft and Miller

Founded in 1982 by Dan Wieden and David Kennedy

Original main headquarters in Portland

Now have 8 different offices: Portland, New York, São Paulo, London, Amsterdam, Delhi, Shanghai,Tokyo

Creativity, Adweek and Adage's agency of the year 2010

A proposition for each target audience - men and women

Smell like a man, man

Speaks to men - target audience - "stop using lady scented body wash"

Appeals to a mans manliness

The man your man could smell like

Appeals to other half of target audience - women

Your man could smell like the old spice man therefore your man would be as romantic as the old spice man

Q and A

End of presentation :)

Introduction

Explain the relationship between the marketing mix & advert

The man your man could smell like

• Product: Old Spice body wash and deodorant

• Price: Affordable, same price as competitors

• Promotion: TV ad, viral ad

• Place: American supermarkets, toiletry stores

an advertising presentation by: Holly Bradshaw a1a