What Old Spice’s digital Marketing campaign consisted of?
Old Spice’s “The Man Your Man Could Smell Like” campaign was a multi-faceted digital marketing campaign that was launched in 2010. The campaign consisted of several elements:
- Online Videos: Old Spice created a series of viral videos featuring “The Man Your Man Could Smell Like” (played by actor Isaiah Mustafa) that were humorous and memorable. These videos were posted on YouTube and shared on social media.
- Social Media: Old Spice used social media platforms like Twitter and Facebook to engage with their audience, by responding to comments and tweets with personalized videos, and encouraging users to share their own versions of the “Man” character.
- Traditional Media: Old Spice also used traditional media such as television commercials and print ads to complement the digital campaign.
- Interactive Experience: Old Spice created a website where users could create their own “Man” character using a “Man Maker” tool, and also featured a real-time video response system which allowed users to ask the Old Spice Man a question and get a personalized video response.
- Influencer Marketing: Old Spice also used influencer marketing by creating a viral video campaign, which involved creating a custom video response to a tweet from a celebrity or influencer.
The campaign was widely considered a success, as it helped Old Spice to increase their brand awareness and drive sales, and received a lot of awards and recognition for its execution.
What were the campaign results?
The “The Man Your Man Could Smell Like” campaign was considered a major success for Old Spice. Some of the key results of the campaign include:
- Increased Sales: Old Spice reported a 107% increase in sales in the first quarter of 2010, compared to the same period the previous year.
- Increased Brand Awareness: The campaign helped Old Spice increase their brand awareness and reach a younger, more digitally-savvy audience.
- Viral Success: The campaign’s videos were viewed over 200 million times on YouTube and shared widely on social media.
- Awards and Recognition: The campaign won several awards, including the Grand Prix at the Cannes Lions International Advertising Festival, and was recognized as one of the most successful viral marketing campaigns of all time.
- Long-term impact: The campaign had a lasting impact on the brand and helped re-position Old Spice as a relevant and modern brand.
It’s worth noting that while the campaign had a great impact, it was not the sole reason for the sales increase, but it certainly helped to drive it. Old Spice also invested in other marketing strategies, such as product innovation, price promotions and distribution expansion.