Old Spice studey - Case Study Example

Old Spice Case Study Old Spice Case Study The primary issue in the Old Spice case was poor performance of the company through its main brands. Specifically, the brand name was dying, competition from various key competitors was increasing, and the brand’s appeal in the face of the young generation was diminishing, as it was constantly associated with fathers and grandfathers. As such, is competitive capabilities were not at par with the requirements of the market. Having this challenge, the organization had various alternative approaches to addressing the issue.

The first attempt was the launch of “The Man Your Man Could Smell Like’ campaign which involved a former NFL player whose role was to convince women to buy the products so that their partners would be like him or smell like him (Rowe, n.d). Although this advertisement was a success after realizing more than 26 million views on YouTube, the company devised the most successful advert incorporating social media so as to make the brand more successful. Through “the Response Campaign”, the organization was able to engage with the potential customers on a more personal level (Rowe, n.d). In this campaign, the organization made a post on the two main social media websites, Facebook and Twitter, which sparked responses and questions that were answered through videos.

Creativity was used in response videos that were at least 180. Between these alternatives, the “the Response Campaign” would still have been the best. This is because of the strategies involved in its creation and communication to the potential customers. The aspect of being personal contributed to its success, as the customers require prompt reply. This was fulfilled by the many short videos released in a span of two days answering the questions and replying to the comments from the customers.

In addition, the extensive usage of the social media was a way of boosting the campaign because social media comprises the group of the population that the company was targeting; the young generation. Furthermore, active involvement was a key aspect towards the success of the campaign. This is because it got the customers invested in the brand while not including direct advertising to the customers. Such strategies made sure that the campaign was a success leading to increase in sales and the brand name was saved.

From a personal perspective, I would have taken a similar approach in the implementation of the solution. As a golden rule, a company should ensure that customer involvement is taken seriously for a brand name to remain competitive and to realize constantly increasing sales volumes. Therefore, I would have used social media to target the young generation with the main aim of asking for their feedback and attempting to respond to any questions, they may have on the subject brand so as to attempt to change their perspective on the same.

In conclusion, the New Belgium Brewing Company aligned its marketing objectives, sales, and target markets by using social media. The company also went a step ahead to engage the customers on their own level. This incorporated leveraging vernacular and creating website that was unique to the targeted population. This increased the number of customers for the Mighty Arrow brand. ReferencesRowe, Sarah. (n.d). Old Spice Case Study. Retrieved from https://zonesofsmm.wordpress.com/old-spice-case-study/