Old Spice Case Study Using Social Media To Revitalise A Brand

Old Spice Case Study Using Social Media To Revitalise A Brand-82
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.The approach was certainly quantity over quality which social media advocates will recognise.

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.The approach was certainly quantity over quality which social media advocates will recognise.

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By the end of July 2010, sales were up 125% year on year, and by the year’s end, Old Spice had become the #1 selling brand of body wash for men in the US.

In May 2013, the company once again leveraged the success of its You Tube campaign and launched two new video ads to sell its latest shave gel products.

In an effort to improve its market standing – and revenues – the company engaged the award-winning advertising agency, Wieden Kennedy, known for its iconic Nike “Just Do It” and Chrysler “Imported from Detroit” ad campaigns, among many others.

Their challenge was twofold: 1) To draw on the long-standing history and expertise of the brand and reposition it to make it relevant to young men; 2) To target both men and women in order to generate conversation about body wash.

Following the launch of the ad campaign, the company’s sales more than doubled, their website traffic increased by 300%, the Old Spice You Tube channel became the #1 Most Viewed Sponsored You Tube Channel, and Old Spice became the #1 body wash brand for men.

What actually happened: Following the viral success of the original “The Man Your Man Could Smell Like” ad, Wieden Kennedy wanted to find a way to maintain the momentum and keep the conversation going.

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.

The latests reiteration was last month with a rival introduced called Fabio (an ageing male super model) and cleverly called the “New Old Spice Guy”

v=H73O8za Hm Ao The creators of the campaign decided to add a negative twist to rejuvenate the campaign by introducing a rival “Fabio” the “New Old Spice Guy” and had the viewers vote on who they preferred .

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