Company Strategy Report: Old Spice
Background
The reason why Old Spice is an interesting case for this report is that is it not only a bright case of use of digital marketing, particularly social media, but it is also a example of a brand with a clear and great challenge: reposition itself for a new generation.
Old Spice was created in 1934 and acquired by P&G in 1990, with the company looking to capture the young male personal care market. What started with just deodorants is now a full range of products including body wash, bar soap, body spray, shave gel and even electric shavers.
In the early 2000s, Old Spice was one of the first brands to introduce the body wash but the competitors quickly followed suit and the brand wasn’t really …show more content…
2. Strategy: The main problem that companies traditionally have when trying to incorporate digital into their strategies is that they consider it to be a separate entity with a marginal budget and that comes into action once the ATL media has been rolled out. In the case of Old Spice, the company understood the importance of cross-media integration and decided to put digital at the core and from the very beginning. Actually, traditional media (TV) in this case worked more as a support to amplify the message originated in digital channels.
Both P&G and the agency worked together to understand the brand and the target audience: their motivations, interests, trends, habits and humor. And they were not afraid to aim high with the campaign, they knew that even if this was a very risky strategy “the potential rewards outweighed the possible risks… the biggest cost, producing the video content, would be significantly less than for a traditional TV shoot” …show more content…
It worked as a PR mechanism that also engaged celebrities and influencers such as Ellen DeGeneres, Oprah, News Channels and many more. The campaign generated more than 1.4 billion unpaid impressions in 6 months: “practically every marketing and tech blogger, and almost every media and news outlet in the country, covered the story”. Isaiah Mustafa, the protagonist of the campaign, was also invited as a guest to multiple TV and radio shows, which gave the campaign a lot of extra exposure to audiences that probably were not aware of it before, allowing the brand to reach other customer
Background
The reason why Old Spice is an interesting case for this report is that is it not only a bright case of use of digital marketing, particularly social media, but it is also a example of a brand with a clear and great challenge: reposition itself for a new generation.
Old Spice was created in 1934 and acquired by P&G in 1990, with the company looking to capture the young male personal care market. What started with just deodorants is now a full range of products including body wash, bar soap, body spray, shave gel and even electric shavers.
In the early 2000s, Old Spice was one of the first brands to introduce the body wash but the competitors quickly followed suit and the brand wasn’t really …show more content…
2. Strategy: The main problem that companies traditionally have when trying to incorporate digital into their strategies is that they consider it to be a separate entity with a marginal budget and that comes into action once the ATL media has been rolled out. In the case of Old Spice, the company understood the importance of cross-media integration and decided to put digital at the core and from the very beginning. Actually, traditional media (TV) in this case worked more as a support to amplify the message originated in digital channels.
Both P&G and the agency worked together to understand the brand and the target audience: their motivations, interests, trends, habits and humor. And they were not afraid to aim high with the campaign, they knew that even if this was a very risky strategy “the potential rewards outweighed the possible risks… the biggest cost, producing the video content, would be significantly less than for a traditional TV shoot” …show more content…
It worked as a PR mechanism that also engaged celebrities and influencers such as Ellen DeGeneres, Oprah, News Channels and many more. The campaign generated more than 1.4 billion unpaid impressions in 6 months: “practically every marketing and tech blogger, and almost every media and news outlet in the country, covered the story”. Isaiah Mustafa, the protagonist of the campaign, was also invited as a guest to multiple TV and radio shows, which gave the campaign a lot of extra exposure to audiences that probably were not aware of it before, allowing the brand to reach other customer