Case Study 8: Old Spice’s “The Man Your Man Could Smell Like” Campaign

 

Overview: Old Spice’s “The Man Your Man Could Smell Like” campaign, launched in 2010, is a prime example of how a brand can successfully reposition itself and appeal to a new generation of consumers. The campaign, featuring actor Isaiah Mustafa as the charismatic “Old Spice Guy,” used humor and a bold, over-the-top approach to make Old Spice relevant to younger audiences. The ads quickly went viral, making the campaign one of the most successful in the brand’s history.

Strategy: Old Spice’s strategy was to reinvent the brand’s image, which had become associated with an older, more traditional demographic. The brand wanted to appeal to younger men and women who buy grooming products for their partners. By creating an ad campaign that was humorous, self-aware, and highly shareable, Old Spice aimed to stand out in a crowded market and attract a younger, more modern audience.

The campaign also sought to tap into the growing trend of viral video marketing by creating content that was not only entertaining but also easy for consumers to share on social media.

Execution: The campaign kicked off with a television commercial featuring Mustafa delivering a monologue directly to the camera, speaking to women about the benefits of Old Spice for their partners. The ad’s rapid-fire delivery, absurd humor, and memorable catchphrase—“I’m on a horse”—made it an instant hit. Old Spice followed up the commercial with a series of personalized video responses to social media users, including celebrities and influencers, further amplifying the campaign’s reach.

The brand also used a multi-channel approach, with the ads running on television, YouTube, and social media platforms, as well as in print and outdoor advertising.

Results: The “The Man Your Man Could Smell Like” campaign was a game-changer for Old Spice. The original ad quickly went viral, amassing over 50 million views on YouTube within the first few months. Old Spice’s sales increased by 107% in the month following the campaign’s launch, and the brand’s social media following grew exponentially. The campaign also won numerous awards, including a Grand Prix at the Cannes Lions International Festival of Creativity.

Visual Aid Suggestions:

  • YouTube View Growth Graph: Display the rapid increase in views of the campaign’s viral videos.
  • Sales Increase Chart: Show the spike in Old Spice’s sales following the campaign launch.
  • Social Media Interaction Map: Display the reach and engagement of the personalized video responses across different platforms.




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