Heres a few reasons why i think this campaign has been so far reaching. And the response campaign grew the brand even further. Smell like a man, man is a television advertising campaign in the united states created by ad. The old spice brand was started by the shulton company in 1937 and its original target audience was women, but later changed it to mens goods as the sales were larger there. This led to the development of the response campaign in july of 2010a twoandahalfday event in which the man your man could smell like recorded 186 personalized messages to old spice fans who commented on youtube, twitter, facebook and more. The last couple of days have been an old spice explosion, as one of the most popular viral campaigns in recent history in which the old spice guy made. Market share of old spice deodorant 1212 words bartleby. The old spice products were manufactured by the shulton company that was founded in 1934 by william lightfoot schultz. The genius of old spices viral marketing campaign the. Could the man your man could smell like literally have a conversation with his fans. The original video shown below generated 15 million views on youtube and over 20,000 comments. Old spice case study zones of social media marketing. Earlier this year the owner of a now thriving chain of turkish steak houses, chef nusret gokce went viral with his salt bae social campaign. Aug 09, 2005 spice is an erudite and engaging account of how foodstuffs can change the flow of history.
The ad campaign that saved old spice cheddar examines. Tune in this moment to see history, if your idea of history is the worlds first old spice foamfootballthemed liv year 29 weeks ago. If there was a defining moment when advertisers started to get a proper handle on social media marketing, it was when an examerican football star called isaiah mustafa was drafted in to save old spice from oblivion. In this excerpt from his new book the thank you economy, author gary. The product was received well, and therefore followed with old spice for men in 1938. Case study on successful viral marketing of oldspice. Old spice s wildly successful ad model the recent media campaign took social media marketing to an entirely new level.
We are looking at improving the revenue by 5%, sales by 10 % and increasing the customer base by 5 % thus consequentially increasing the share price of. The first part of the essay will explain about the brand old spice and the stiff competition it faced which resulted in old spice having to change their brand image. In the 1970s and 80s, old spice ad campaigns in the united kingdom and ireland featured a. This is a compilation of all good old spice comertials, i do not own any of them. The history of a temptation, i expected a microhistory. The first part of the essay will explain about the brand old spice and the stiff competition it faced which resulted in old spice having to change. Zones of social media marketing, 2012 old spice launched videos of the old spice man holding an commodity in a bathroom with a towel wrapped around his. The success of the old spice campaign inspired many businesses to crib. Terry crews and isaiah mustafa are now battling for the. Actually, a whole lot as their the man your man could smell like campaign commercial revolutionized their brand and their bottom line.
Students, look at your campaign, now back to me, now back to your campaign, now back to me. Old spice case study the following case study for old spice was written by sarah rowe, a social media. What are the most successful social media campaigns of all. Apr 02, 2014 what can old spice teach us about effective marketing.
Feb 01, 2012 the brand declined to reveal the cost of the campaign, which includes three other spots that feature mr. Mar 16, 2011 the success of the old spice campaign inspired many businesses to crib ideas from the ads and apply them to their own marketing efforts. Mar 31, 20 the video attached particularly caught my attention, and i began to wonder what makes this old spice campaign so popular. The campaign would not have been possible if the videos had not already taken on a life of their own online. Engagement marketing strategy old spice manly man campaign. Old spice had become the topselling brand of body wash for men in the united states by the end of 2010. The power of the old spice wild collection has just gotten wilder. Start with the bottle index for a list of traditional talcum, travel, and novelty bottles distributed between the 1930s and 1990s.
Also, brands website traffic increased by 300 percent. The man your man could smell like original commercial. Despite the success story that is old spice, many marketers, business owners and advertising professionals are wondering what sets apart a viral campaign from one thats lackluster and fails to. Marketing campaign success old spice transformation. I dont know about you, but when one of these commercials comes on tv im eager to see what the old spice model is going to say next. Its the first time in history that weve had both isaiah and terry together, said john sebastian, marketing director for old spice. Old spice showed an attractive man telling the female audience that their man could smell like him if he uses old spice. Large selection and many more categories to choose from.
The first old spice product, called early american old spice for women, was introduced in 1937, closely followed by old spice for men in 1938. This essay aims to analyse the 2010 old spice campaign which began with the release of the man your man could smell like commercial and finishing with the interactive response campaign. We make a ton of great things designed for men, loved by everyone. Old spice products were originally manufactured by the shulton company.
If the title was an inquiry into the history and uses of spices and their impact on human development trade, i would not have rated it so poorly. Early american old spice was developed around a colonial. Within 30 days of the launch of the campaign, old spice saw over 40 million views on youtube, and a 107% increase in body wash sales. Plenty of companies have tried to create viral campaigns before, but this one. Gamble brands advertising campaigns for old spice and mr.
Overview and spending recommendation we intend to improve the market share of old spice deodorant by 2% in the united states. And hell do it while backwards atop a horse or riding a jetski through a ladys wall. Old spices wildly successful ad model the recent media campaign took social media marketing to an entirely new level. Schultz was inspired by his mothers potpourri and as a result, the first old spice product in 1937 was a womans scent called early american old spice. Sales were up 125 percent year on year by the end of july 2010. Isaiah mustafa, aka the man your man could smell like, has helped launch the old spice brand into social media stardom with one of the most popular social media campaigns of all time. The campaign is also commonly referred to as the man your man could smell like, being the title of the campaign s initial 30second commercial. Jul 15, 2010 the last couple of days have been an old spice explosion, as one of the most popular viral campaigns in recent history in which the old spice guy made personalized videos for fans, randoms and.
The old spice man promised women that he is the man your man could smell like 3. A shirtless man with great physique and sense of humor. Behind the curtain of old spices viral video mega hit. The genius of old spices viral marketing campaign the atlantic. Many businesses wonder what strategies old spice employed in order to gain instafame with youtube and television campaigns and how they find continued.
Corn has done detailed research, and although his book lacks a bibliography, in the text he mentions where he got the info from. Guy former nfl wide receiver isaiah mustafa launched just prior to. The sexy isaiah mustafa and the old spice the man your man could smell like campaign first appeared during the super bowl and immediately became a hit. Old spice response campaign was more popular than obama. The first commercial, the man your man could smell like, was an overnight success and quickly became a cultural phenomenon, generating significant wordofmouth buzz online and offline. The video attached particularly caught my attention, and i began to wonder what makes this old spice campaign so popular. The youtube videos featuring a sultryvoiced, overthetop. Old spice s campaign set the bar for the kind of social media campaigns that can be. All formats available for pc, mac, ebook readers and other mobile devices. The videos number of views spike, search engine rank it higher, and soon everybody thinks about isaiah mustafa, the old spice guy. This mini educational video overviews the components in the manly man program and the excellent way old spice uses multimedia to connect and activate its target market.
Aug 02, 2004 maybe im judging this book too much by its title. Old spice antiperspirant, deodorant, body wash, hair and beard care. Old spices changes in rhetoric use throughout the ages the company of old spice is most commonly known for selling body wash and other mens products. Old spice response campaign the man your man could smell like television spot was a huge success, but we wanted to engage with fans on a deeper, more intimate level. A brand too strong to stay in its own ad the new york times. Tech writers explain the overnight success of old spices social.
Jun 22, 2011 old spice response campaign the man your man could smell like television spot was a huge success, but we wanted to engage with fans on a deeper, more intimate level. What can old spice teach us about effective marketing. The brand declined to reveal the cost of the campaign, which includes three other spots that feature mr. Old spice is an american brand of male grooming products encompassing deodorants and. In the past few days, the deodorant company invited socialmedia. Well, the old spice guy before there was an old spice guy was william lightfoot schultz. The makers of old spice have pulled off a cheap and quick marketing coup that could change the way consumer products are promoted. In 1934, william lightfoot shultz founded the shulton company and, in 1937, he created early american old spice based on his memory of his mothers rose jar, which held a combination of.
The stats show that old spices the man your man could smell like campaign was the fastest growing interactive campaign in history. Jul 15, 2010 the makers of old spice have pulled off a cheap and quick marketing coup that could change the way consumer products are promoted. Sep 22, 2010 old spice guy brings 107% increase in sales hello ladies. This is one of the best books on the history of the spice trade that i. Today, old spice remains the number one brand channel on youtube. Plus that, he actually visited the spice islands and spoke with the locals about his research. Old spice finally made some ridiculous ads that both teen. Back in the the 1930s, schultz was inspired by the scent of his mothers rose jar and began experimenting in the development of his own fragrances. Charles caleb colton once said, imitation is the sincerest.
These two new scents possess monstrous sweat protection and almighty mythical scents. The campaign was initially launched to market old spices red zone after hours. Old spices newest campaign featuring the handsome, witty and chiselchested old spice guy former nfl wide receiver isaiah mustafa launched just prior to the 2010 superbowl and. Old spices newest campaign featuring the handsome, witty and chiselchested old spice guy former nfl wide receiver isaiah mustafa launched just prior to the 2010 superbowl and quickly became a viral video sensation. Ad age published an article that begins old spice fades into history. Old spice was just tapping into an existing adoration of the character. Whats the history of old spice dating back to world war ii times.
Businesses can learn from the old spice man viral marketing campaign below. Old spice finally made some ridiculous ads that both teen boys and their moms can love. The point of it is more than just bringing two guys together. Old spice, the worlds best selling mens fragrance, was originally a perfume for women. The success of the old spice campaign inspired many businesses to crib ideas from the ads and apply them to their own marketing efforts. This is one of the best books on the history of the spice trade that i have had the good fortune to read. For those of your reading this post, there is a high probability you have seen at least one old spice commercial. But then i probably wouldnt have picked it up either. The campaign is also commonly referred to as the man your man could smell like, being the title of the campaigns initial 30second commercial. Any old spice man will tell youand your womanthat he is fantastic. Responses is one of the fastestgrowing online video campaigns of all time. Old spice and old spice has transformed their image thanks to their integrated marketing approach. The following case study for old spice was written by sarah rowe, a social media marketing student at ecu.
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