Old Spice Marketing Campaign Analysis

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This essay will analyse the importance of a marketing campaign towards a brand through “The Man Your Man Could Smell Like”. “The Man Your Man Could Smell Like” is a 2010 television advertising campaign in the United States by Old Spice. Starring former NFL player, Isaiah Mustafa, the campaign was highly successful and was met with favourable reception (Reiss, 2010). It was a hit on YouTube with over 43 million views by 2012 (Harvey, 2012). It won several awards, including the Primetime Emmy Award for Outstanding Commercial in 2010.

Old Spice is an American brand specializing in man grooming products such as shaving soap, aftershave lotion, and man body wash to name a few. Their intended target market is clearly the male demographics. Old
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Sparking a conversation between men and women to talk about the body wash became a key strategy. Ultimately, the campaign was aimed to start a conversation between men and women about the manly-smelling Old Spice body wash over the “lady scented” brands. Many body wash brand in the market lacked the masculine credibility that Old Spice boasted. The brand image evoked by Old Spice is heavily focused on its “manly scented” shower products. Previous campaigns and advertisements by Old Spice were very specific in targeting the male demographics as their products are intended for men. However, a startling statistics in a research by the manufacturer of Old Spice, Procter and Gamble (P&G), shows that 60% of men’s body washes were actually purchased by women (Effie Worlwide, 2011, pp. 3). This immediately prompted Old Spice’s target market and if they were to increase their product sales, Old Spice had to win over the female shoppers. This led to their strategic choice to encourage ladies to buy Old Spice for their male …show more content…
With a communication strategy designed to maximize the buzz with both sexes, Old Spice definitely succeeded in dominating conversation. In the first three months following the launch of the campaign, Old Spice managed to draw 76% of online buzz, with over half coming from women (Effie Worldwide, 2011, pp. 5). By April, “The Man Your Man Could Smell Like” with a striking 10 million views, had garnered 10 times the number of views for Dove’s Super Bowl commercial (Effie Worldwide, 2011, pp. 4). The “Response” campaign had such a huge impact that it successfully gained over 35 million views (Visible Measure, 2010). In this modernized age, Old Spice has succeeded in winning over their old and new fans in social media networks with Twitter followers increased by 2700% and Facebook fans increased 60% (Effie Worldwide, pp. 6-7). Their online presence is larger than ever with the Old Spice official website traffic increased by 300%, YouTube subscribers increased from 65,000 to 150,000, and the brand became #1 All-Time Most Viewed and #2 Most Subscribed Branded Channel on YouTube (Effie Worldwide, 2011, p. 5-6). For a low involvement category brand, it has managed to scale its way into a higher-involvement brand positioning in the market therefore increasing its market share and market growth. Sales far exceeded expectations and by May 2010 unit sales of Old Spice Red Zone body wash had increased 60% from the previous yea

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