Old spice campaign analysis. Strategic Brand Management 2019-01-31
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Old Spice Advertising Campaign Analysis by joseph hickey on Prezi
While an advertisement detailing how effective Old Spice is would be useful, it would get lost and overlooked in the midst of over ads which push for a specific idea. Within the first three months of 2010 the brand captured 75% of all conversations generated in the category with over half of the conversations generated by women. Was the Old Spice brand acquisition a successful strategy? Along with skillfully targeting through consumer insights, consistent messages through all channels and a talented creative team, the campaign excelled by quickly recognizing social media as their crucial success factor. Unique women across the nation would upload creative videos to YouTube. Along with that, many people are actually being paid to be an advertisement, whether it be standing out in front of a building with a sign, or putting a company decal on their car. Nowadays the thirty-minute block for a television show is about 15 minutes worth of advertisements and 15 minutes of the actual show. It has also been a huge hit on YouTube with over a billion views.
These appeals being humor and sex. This would directly impact the target market, as men of all ages but mainly men in their mid-twenties and higher who do go out and do their own shopping will have a firsthand experience of just how good Old Spice really is. This is obviously the same case with most beauty and health products, as they generally feed off of peoples insecurities about how they physically look. They were working in collaboration with the creative team that were there to pick out the messages that: 1. Social media is a great platform to respond to questions, build on previous successes, and keep the intended brand image fresh in the minds of the consumers.
The Old Spice man quickly jumps from the bathroom to a large boat on a beautiful night, the location that many women might deem as fancifully romantic. Advertising uses sexual images to encourage this consumption. But the company acknowledged that the identity Old Spice created for its brand was one that was a little ridiculous. Some brands are thought to be attractive due to their potential uses other than simply providing a recognized name. By encouraging fans to upload Old Spice- related content to their own profiles, they would have improved the prospect that someone else would have created something that would gather similar amounts of buzz online. I cant remember, I would love to hear more about the details of the ad, if there were any, its been awhile since I last saw it.
The advertisers do have to be careful with the use of sex appeal in these ads. The new profile would be considered a supplement, not a replacement for the original character. The desired result is achieved, because of the sexual nature of the ad, a fit and good-looking man talking directly to women in a seductive voice and in a romantic location. Thus, the concept of a brand message swiftly became a brand conversation, back and forth, across platforms and mediums, which helped it scoop six Blades Awards for creative and digital advertising. The Old Spice advertisements capture men by reaching out to the needs of women, giving the ideal image of what a man should be and how he should smell, and by creating a sexual theme that attracts attention. It is therefor fundamentally important that brands keep up with their fans if they want to remain relevant.
There are several aspects of branding: corporations can create identities and personalities to create a face for their product, they must distinguish themselves from other similar products, and branding helps consumers make decisions about future purchases by creating brand loyalty Leiss et al. Customers consisted mostly of elderly men, however, and the brand was thought to be in decline. Nowadays the thirty-minute block for a television show is about 15 minutes worth of advertisements and 15 minutes of the actual show. Old spice need to extend its market more globally. It is all about how the women will gain, leading to an appeal from the women due to self-benefits and perks.
The Old Spice design tries to go with a classic, authentic look. No hard sell video is going to go viral. The winner would receive a significant money prize in addition to having their song featured as theme song in their new commercial. And by July of 2010, sales had more than doubled versus the prior year, with an increase of 125% — an all-time high for the brand. This initiative would also give them an opportunity to publicly appreciate their devoted female fans. It is also the Marketing Week Engage Awards digital campaign of the year.
The latter would not have been possible without the one component that ultimately makes consumers pay attention to a brand; excellent content and storytelling. For Old Spice to permanently rebrand and appeal to a new generation it was vital to prioritize a long-term relationship with scope and scalability. Stay true to the brand, but dare to be different: A significant part of the success generated was owed to the excellent acting of the former football-player Isaiah Mustafa. In a social media environment, consumers tend to rate attention and praise higher than a tangible prize. They all have their target audience for whom the advertisers have specifically designed the ad. The add takes place in three different sets although the ad was taken in one shot. The Old Spice team discovered that in 2010 just about 60% of all body wash purchases were by women, so the wives and girlfriends in society were the ones selecting which body wash their men use.
The Old Spice ads are successful because they make an impression on people and lead to discussions with other people who have seen them. The campaign has also been making use of Facebook, encouraging users to pose questions, and posting the video responses on its official Facebook page. Many methods are used to lure the audience being targeting to purchase a product. Objectives The objectives of this advertising campaign were to increase awareness in Australians that Old Spice is now distributing their products throughout the country. By using appeals that are both male and female friendly, the new campaign saw an impressive response allowing the video to go viral almost immediately. If this happens, the pay-off for the company can be huge. If Old Spice really were against re-editing their advertisement for television, it would be advised to then take their ads to the outside world, and purchase billboard and bus space to advertise on.
