The body wash products were eclipsing the bar soap ones, in terms of sales. Every male brand (such as Dial, Irish Spring or Nivea) was looking to get a piece of the pie, therefore by 2009 the competition had become so fierce that Old Spice started loosing share in the male body wash segment .
Moreover, the main competitor Unilever was launching a big campaign for the new Dove Men+Care body wash on the Super Bowl 2010. With legions of loyal female shoppers, Dove was in a great position to win big in the male body wash segment .
P&G's own research had uncovered that 60% of men's body washes were actually purchased by women => If Old Spice was going to increase sales it had to win the hearts of female shoppers.
Many of the new entrants into the category lacked masculine credibility, so Old Spice could be a champion of "manly scented" shower products. => If you want to "smell like a man" there's really only one choice: Old Spice.
STRATEGY : Old Spice new campaign was a good opportunity for starting a CONVERSATION between men and women about body wash, celebrating the virtues of manly-smelling over "lady-scented" brands.
CREATIVE EXECUTION : "The Man Your Man Could Smell Like“ , the perfect spokesman for the situation at hand, was born. A crusader against "lady-scented" body wash with charismatic ways that appealed to both sexes. The now famous "look at your man, now back to me" dialogue practically started the conversation between ladies and their guys.
MEDIA STRATEGY AND TACTICS: Old Spice media strategy for the launch was simple: Instead of spending money on the Super Bowl, they aimed to create Super Bowl impact building awareness around it.
1 st communication layer [SEEDING]: To start building buzz with Old Spice’s fans, “The Man Your Man Could Smell Like” first appeared on YouTube and Facebook a few days before the big game.
2 nd communication layer [LAUNCH]: Next, search engines strategy played a key role, as Old Spice scooped up Super Bowl-related terms to help drive traffic over Super Bowl weekend. With these tactics in place, buzz for “The Man Your Man Could Smell Like” was climaxing just as the game was finishing. By the time the spot first debuted on television—24 hours later—many people assumed that it had actually debuted during the Super Bowl. Mission accomplished.
3 rd communication layer [ENGAGE] : Post-launch, Old Spice media strategy addressed one of the key ingredients for success: getting both sexes to talk about the campaign.
Activations in environments where guys and girls would be watching together (Vancouver Winter Olympics, American Idol, cinemas during Valentine’s Day weekend) and gave them BOGOs.
Video response campaign create an interactive experience in which "The Man Your Man Could Smell Like" personally responded to his fans on the Internet in real time.
MEDIA STRATEGY 1 st & 2 nd communication layers 3 rd communication layer => a. Activations
MEDIA STRATEGY 3 rd communication layer => b. Video response campaign
Online users that had tweeted about Old Spice had the chance to receive a custom made video @reply from @oldspice = 120 videos in 24 hours with strategic responses to tweets /YouTube or Facebook comments .
Not only they created videos for the general public, they’ve been busy creating videos for some of twitters most followed people like twitter founder Biz Stone, Digg founder Kevin Rose, Ellen DeGeneres, Gizmodo, Guy Kawasaki, Perez Hilton and even Ashton Kutcher…