Old Spice: The Man Your Man Could Smell Like - Case Study Example

Old Spice: The Man Your Man Could Smell Like (Name) (University) Background Advertisements have emerged as an imperative aspect of organisations when communicating new/existing products into the market. Arguably, they present divergent advantages linked to increased consumer preference. In this regard, Old Spice has engaged in significant marketing campaigns that has seen it takeover a considerable market share. Its renowned ad campaign, dubbed, ‘The Man Your Man Could Smell Like’ was well placed in overseeing the introduction of divergent strategies. Evidently, the company had a long way of reaching out to consumers, who include the adults both the men, women and older men who desire to feel youthful. In order to target the adult market therefore, the company was compelled to initiate the ‘The Man Your Man Could Smell Like.’ The Client The Ad Compaign’s client was Old Spice. Evidently, Old Spice is typified by a string brand name in the market it operates in and factors in divergent attributes in facilitating the success of its brands. While it considers advertisement as imperative, it is through its innovation and capabilities of the company that put it at fore-front. In addition, the agency was selected due to its advantages in its core strength (Annual Report, 2012). Opportunity The opportunities realized was that the ad was able to target the audience outside the user group, whereby women begun buying the products and services from Old Spice. The campaign n not only increased the brand’s awareness but also gained significant client preference among the target audience. Tentatively, the ad not only the products to look manlier, but also to look appealing to women who begun purchasing the Old Spice services (Hinchliffe, 2012). With quantitative research done, a surprising data was collected indicating that women at the Old Spice purchased 60% to 70% of the products after the ad, for men (Most men often ignore to buy their products and use women products in the house (Cabrer, 2012). The indication was that the ad had an impact to consumers and it happened to target a new audience. Overview of the Agency  Wieden & Kennedy Agency was hired to develop campaign for Old Spice: The Man Your Man Could Smell like. The agency is the world’s only independent and creative driven network. The founding goal is to do best for their lives and to inspire new and existing clients. The core skill of the company is to do advertisements (Wieden & Kennedy, 2012). Agency Key Strength The creativity of the agency put it at forefront. The creativity of the advertisement results to creating a strong and provocative between companies and their consumers. Brand building is also a key strength whereby it has shaped the clients brands through impressive adverts. In addition, finding cultural truth about the products is also special. Following up the cultural trends has made the agency specialize on decision making in case of fluctuations on product demand. An impressive result of cultural trend is the Nike, ESPN, and Miller High life, which has, influences the society culture (Wieden & Kennedy, 2012). Embracing media in social life & technology through broadcasting has proved to be additional strength for the agency. The agency has won heart for many clients hence it has a long spread sheet of clients hence contributing to the stability on the agency, key strength. Communication and Marketing/Business Objectives The ad was to change the perception of the previous ad ‘your Grandfathers soap’ a 73-year-old brand image (Old Spice, 2012). Among the objective of the ad was to steal the show and secure the market sell of its products for men away from the competitors like ‘Dove for Men’ thus, helping the company from slipping down in the sales and ranks of men’s body wash (Effie Awards 2012). The ad was to spark a conversation between men and women whereby men would prefer to buy the product and smell manly to themselves and to women and women would prefer men to buy Old Spice products and smell manly a win-win situation. Another objective of ‘The Man Your Man Could Smell Like’ was to interact with fans and target audience through a response of quick and personal manner. In addition, the campaign was aimed to maintain the increasing traffic of the Old Spice website, twitter, facebook accounts, and YouTube channel (Baute 2012). Precise Development The advert involved a celebrity, the former NFL wide receiver known as Mustafa Isaiah. The advert was launched just before the super bowl in 2010 hence becoming a viral video sensation. The commercial sales helped to ignite the sale during the intense competitive market on that season. The programming techniques used through internet in YouTube in a personalized video was among the best creativity used (P & G, 2012). The muscled witty chiseled shaped and handsome attracted the adults with perception of using the products they will have similar looks. The ad also attracted the woman to shop for the products for their men. Using the best agency to advert the product attracted more consumers due to outstanding results from the agency. Consumers are heavily associating with products from performing agencies with believe that the product is of higher quality. Though with little ethical issues, the graphics used of Mustapha in an open free chest easily conveyed the massage, the product is toiletry or bathing soap. Target Audience The P& G agency had structured the targeted group in the advert. Adults are the major target of ad “The Man Your Man Could Smell Like. Adults targeted include both male and female between the age segments of 18 to 35 with men purchasing for themselves or women purchasing for their men since women are most influential buyers, of bath and soap product as well as first-time product category buyer. Through the establishment of the younger image and the majority are adults, the agenda of the ad was to increase consumer sell. Targeting of the new audience completed the image of new ad makeover. In addition, some of the older men desire to feel younger hence; little additional audience is tapped hence an achievement in campaign. People who are influential in online space were targets known as major consumers of social media. This includes bloggers and website owners who would assist in ad to share links such as streamline videos to their followers hence the video will can reach a multitude of people faster, the best method of an advertising campaign (Business Insider, 2013) Advantages of the Campaign The advertisement was able to reach the targeted consumers effectively. No setbacks were recorded during the advert. The creativity of the ad made it unique hence, it become more competitive in the market. The company managed to attract a new audience, the women, hence increasing the sale of its products. With varied advertisements, competitions arise and the beneficiaries are the customers, since the company tries hard to maintain its standards to rule the market. Conclusion and Lessons Learnt Conclusively, the strategy of ad campaign used by Old Spice invited the consumers to interact with the brand hence the campaign offered a more willing and brand experience for whole who participated. The experiences encountered reflected a wider scope and not only limited to direct benefit of using the product. The persona created was not to fully engage with the product but also to help the audience remember Old Spice attitude of wanting to make something that rely doesn’t make sense but fully connect with audience (Lapsansky 2012). Thus, consumers receive underlying feeling and honesty. On the humor perspective, the campaign had a technique, which was the obvious commercial culture that all consumers receive irrespective of the advert. In a way, a critical view of Old Spice advert, indicates that consumers are not going to get all elements in advert and so fun should be for those people who do not realize the consumer is that perceptive (Lapsansky, 2012). In addition, one should put focus on short snappy video content, pump out the content, keep the fans engaged, market the ads everywhere at the same time and trust your marketing team (Smith, 2012) Common views/opinions The campaign created an impressive connection between product and consumers. It is through the engagement of the ad that led to Customers loyalty to higher purchase of Old Spice products and brand loyalty. The success of the viral videos through ad in social media lies in the branded content, and in this regard, the ad worked effectively for the Company (Leiss, 2012). In addition, creative typologies if used effectively, the results are always accountable. With companies embracing technology and digital media, the ad should be monitored well since there are quick technological and cultural changes when using such a system to conduct the campaign. Product campaign becomes successful through rebranding, unique audience targeting, effective social media integration, earned media and smooth trade character (Thompkins, 2012) Monitoring Strategies Key performance index are important aspects in gauging the success of ad complain As such, one of the systems to monitor the success of campaign is the Click through Rate (CTR). The system indicates when consumers visit social media, indicating the number of new visitors in the site daily, through customer click on the advert. Through the system, the company was able to monitor the trend. The outcome indicating impressive results with daily magnitude of people clicking to view the advert Impression was another technique used. This includes the qualitative and quantitative measures of the campaign. The Old Spice achieved it by presenting so many ads in a theoretically implemented and viewed by many consumers. The conversation rate through online performed a monitoring technique. Through this, consumers were able to communicate with customer cares assigned to the site. When too many conversations are recorded then the consumers are attracted by the campaign. The total cumulative spend monitored the campaign. The expectation were reached with the outcomes being higher compared to the cost used during the advertisement creation (Ray, 2012) Evaluation A clear evaluation indicates that after the campaign the sell went up. According to Nielsen, a market research company, there has been an impressive customers buying commodities with a rise of 11% in last 12 months, 27% rise in the last 6 months and a rise in 55% in the last three months (Cabrer, 2012) . The social media through two television sports channel and online response video rise up to 107% (Grinner, 2012). The campaign won two awards which include Effie creative award of the year and the grand prix at the cannes lions international advertising festivals, all in the year 2010 ( Effie Awards, 2012). With the release of the YouTube video, a record shows that more than 100 million people have viewed the video (Axon, 2012). The well-known internet blog, Mashable.com, indicated that the Old Spice ad ‘The Man Your Man Could Smell Like’ is the future of marketing (Wasserman, 2012). In addition, the campaign becomes successful since not only were the adverts done through media broadcast the company allowed person-to-person verbal connection. The system created a kind of intimacy between the character and the viewer. The writings and the acting was brilliant from company References Axon, S. (2012). Old Spice Sales Double With YouTube Campaign. Social media news and web tips-mashable- The Social Media Guide. N.p., n.d. Web. 3 Nov. 2012. Viewed on 13th May 2015. Retrieved from< http://mashable.com/2012/07/27/old/spice/sales> Baute, N. (2012). How Old Spice campaign changed social media. thestar.com. Viewed on 13th May 2015. Retrieved from http://www.thester.com/entertainment/2012/how_old_spice_campaign changed_social_media.hmtl Business Insider. (2013). Earned media and social media: How brands can get beyond the hype. Business Insider, Inc. Cabrer, C. (2012). Old Spice case analysis. Viewed on 13th May 2015. Retrieved fromhttp://camilacabrer.files.wordpress.com/2012/04/oldspice-guy-case-analysis.pdf Effie Awards. (2012). Gold Effie Winner 2011. “The Man Your Man Could Smell Like” Griner, D. (2012) “Hey Old Spice haters, sales are up 107%Adweek”.Adweek–Breaking News inAdvertising, Media and Technology. N.p., n.d. Web. 3 Nov. 2012. Viewed on 13th May 2015. Retrieved from http://www.adweek.com/adfreak Hinchliffe, K. (2012). The man your man could smell like campaign. Viewed on 13th May 2015. Retrieved from http://www.slideshare.net/hinchk08/com-3365-case-analysis Lapsansky, C. (2012). Red Is the New Black: Brand Culture, Consumer Citizenship, and Political Possibility. International Journal of Communication (2012): 1248-268. Leiss, W. (2012) Social Communication in Advertising. 3rd Edition. New York: Taylor & Francis. Old Spice. (2012) Old Spice | the man your man could smell like [Web]. Viewed on13th May 2015. Retrieved from https://www.youtube.com/watch?v=owGykVbfgUE Procter & Gamble. (2012) Procter & Gamble Annual Report. Innovating for Everyday Life. Ray, V. (2012) World’s Largest Online Pay-Per-View Event. Viewed on 13th May 2015. Retrieved from http://www.rayv.com/wp content/uploads/2012/07/Blizzcon-LR.pdf Smith, D. (2012) 5 Marketing Lessons From Old Spice. Business Insider Thompkins, O. (2012). What does the, by now iconic, Old Spice advertising and social media campaign tell us about branding. Retrieved from http:// brandlog .drthomasbrand.co.za/2011/07/what-does-the-by-now-iconic-old-spice-advertisingand-social-media-campaign-tell-us-about-branding/ Wasserman, T. (2012) How Old Spice Revived a Campaign That No One Wanted To Touch. Social media news and web tips from mashable. The social media guide. Viewed on 13th may 2015. Retrieved from http://mashable.com/2011/11/01/oldQspiceQcampaign/ Wieden & Kennedy. (2012). Wieden & Kennedy Agency Report. Read More