SOCIAL MEDIA ANALYSIS OF OLD SPICE MARKETING

STILL RIDING ON THE MAN
YOUR MAN COULD SMELL LIKE?
CONVERSATIONS ABOUT COMMERCIALS
Almost half of all global

conversations revolved around its
marketing and commercials alo...
TOP OLD SPICE COMMERCIALS ON SOCIAL MEDIA

Note: Data consists of global mentions referencing Old Spice commercials only.
...
TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION?
4. The Australia – New
Zealand launch

There was no specific thing or par...
TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION?
3. Mantastic Man

Targeted at Indian social media users and shot in Hindi...
TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION?
2. Lizards

A dejected football star takes a whiff of his deodorant and s...
TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION?
1. The Man Your Man
Could Smell Like

The viral success of this campaign ...
SUMMARY: WHAT CAUGHT CONSUMER ATTENTION?
It’s evident what’s working for Old Spice : humour and surprise.
• It’s found a n...
Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz syste...
POPULAR CELEBRITIES: KEY INSIGHTS
• Terry Crews, whose last commercial for the brand was in back in May’13, came
second in...
SENTIMENT ANALYSIS: SOCIAL MEDIA REACTIONS
Highly positive sentiment, on

account of social media finding the
commercials ...
THE GENDER DIFFERENCE
• Seems natural that the volume of male
authors talking about the commercials
would be more than the...
RECOMMENDATIONS: WHAT NEXT?
Based on the analysis, here’s what we think Old Spice needs to keep in mind –
• Success of the...
Personal
Personal+

CONTACT US (Sales/Business Assistance):
SINGAPORE

800 101 3021

UNITED KINGDOM

808 101 2160

UNITED ...
PRIVACY
Webfluenz Intelsys Private Limited' current Site Privacy
Policy is available HERE
(www.webfluenz.com/privacy_polic...
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Old Spice Campaign Analysis by Webfluenz

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An in-depth analysis of the Old Spice campaigns suggest that the brand is still riding on 'The Man Your Man Could Smell Like,' the most popular commercial (by Old Spice) on social media. But, this isn't because of the celebrity status- Isaiah Mustafa alone but the brand recall in itself, as more people spoke about the brand than Isaiah!
Of the three recently launched commercials by Old Spice, the top three include 'The Australia- New Zealand launch' again by Isaiah Mustafa; Mantastic man by Milind Soman and Lizards featuring Wes Welker.
The most popular celebrities associated with the Old Spice campaigns include Wes Welker-Snow Globe, Lizards and Absent; Terry Crews- Muscle Music and Milind Soman- Mantastic Man.
Take a look at the social media analysis derived using the social media monitoring and intelligence tool by Webfluenz http://www.webfluenz.com/

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Old Spice Campaign Analysis by Webfluenz

  1. 1. SOCIAL MEDIA ANALYSIS OF OLD SPICE MARKETING STILL RIDING ON THE MAN YOUR MAN COULD SMELL LIKE?
  2. 2. CONVERSATIONS ABOUT COMMERCIALS Almost half of all global conversations revolved around its marketing and commercials alone - quite a feat for any marketing department! Why is this so compelling? Deodorants are typically a low involvement category. Beyond the interests of hygiene and smelling good, they are not thought to require much research, conversation or debate. Looks like Old Spice is out to change that. Note: Data consists of global mentions referencing Old Spice. All data was obtained using webfluenz systems. www.webfluenz.com 2
  3. 3. TOP OLD SPICE COMMERCIALS ON SOCIAL MEDIA Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 3
  4. 4. TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION? 4. The Australia – New Zealand launch There was no specific thing or part in this commercial that was talked about by a significant number of consumers, except that it featured the “Old Spice man”. It seems like this campaign is riding solely on his, or possibly Isaiah Mustafa’s, popularity. Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 4
  5. 5. TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION? 3. Mantastic Man Targeted at Indian social media users and shot in Hindi, post release, it quickly went viral. Viewers said they loved it because they either thought Milind Soman was droolworthy, or how funny it was. Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 5
  6. 6. TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION? 2. Lizards A dejected football star takes a whiff of his deodorant and subsequently forgets all his troubles, finding himself in a tropical island paradise. A typical commercial would end there. Instead the camera pans out, showing Komodo Dragons eating (said footballer) Wes Welker’s legs. This moment, the unexpectedness and silliness of it, was what social media loved most. Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 6
  7. 7. TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION? 1. The Man Your Man Could Smell Like The viral success of this campaign is evident, its buzz volumes giving stiff competition to the newer ones even today. Social media loves how funny the “Old Spice man” is, and their favourite part is the unanticipated climax, “I’m on a horse”. Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 7
  8. 8. SUMMARY: WHAT CAUGHT CONSUMER ATTENTION? It’s evident what’s working for Old Spice : humour and surprise. • It’s found a niche – the new commercials are young and fun, steering clear of its previous association with being “old” and “grandfatherly”. • In a smart move, it’s also making jokes about being old, and using that to sell a separate “Classic” product line (“If your grandfather hadn’t worn it, you wouldn’t exist”). • What it’s also pushing, is the association with being manly (“smell like a man, man!”), while avoiding any resemblance to Axe’s (owned by P&G’s biggest competitor, Unilever) brand identity of being sexy and provocative. ~ Read more about how to use humour in your content here ~ Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 8
  9. 9. Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 9
  10. 10. POPULAR CELEBRITIES: KEY INSIGHTS • Terry Crews, whose last commercial for the brand was in back in May’13, came second in terms of volume. Videos of his commercials were shared and “liked”, especially “Muscle Music”, with a few even asking when his next ad was coming out. • Popularity around Milind Soman picked up rapidly after the Mantastic Man commercial was launched. • Most importantly (and surprisingly) the “Old Spice man” Isaiah Mustafa lagged behind. Though mentions of the “Old Spice man” itself topped those for Wes Welker, only a small proportion of these talked about Isaiah, the man behind it. This can be taken as a good sign for the brand, an indication that these campaigns are not riding on his celebrity status alone (unlike Wes Welker and Terry Crews), but have managed to increase recall for the brand itself. Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 10
  11. 11. SENTIMENT ANALYSIS: SOCIAL MEDIA REACTIONS Highly positive sentiment, on account of social media finding the commercials funny and entertaining. Interestingly, the biggest proportion of negativity stemmed from factors that also drove high positivity – • Wes Welker’s legs being eaten by Komodo Dragons. People talked about not understanding this, or finding it “weird”. • Similar trend was seen with Milind Soman’s commercials – opinions were polarizing – the same thing was loved by some, and hated by others. Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 11
  12. 12. THE GENDER DIFFERENCE • Seems natural that the volume of male authors talking about the commercials would be more than the female. Male Female negative neutral positive • However though men had three times more volume, they also liked the commercials slightly less – their positivity is lower and negativity higher. THE ADVANTAGE OF INFLUENCERS • Given that the most influential would have an Impact Score from 7 to 10, an avg. score of 4.8 means that these mentions had considerable effect on their social circles. We’re looking at who’s written those comments, what their influence is and what comments have the most potential for helping us create new content. • Influence was a key factor in the success of Man Your Man Could Smell Like campaign as well. The social media questions replied to were handpicked for maximum impact. Quote by Iain Tait, Creative Director at Wieden + Kennedy, the agency that spearheaded the project. Link to Source. Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 12
  13. 13. RECOMMENDATIONS: WHAT NEXT? Based on the analysis, here’s what we think Old Spice needs to keep in mind – • Success of the Man Your Man Could Smell Like campaign draws attention to all else the “Old Spice man” does (commercial for the Australian launch, which had no specific topics of discussion). Guaranteed social media interest in him should not let complacency creep in. • Humour and surprise are working, but these are qualities hard to attain, especially once consumers start expecting it of the brand. Old Spice needs to work hard to ensure freshness and originality in all marketing. • The same factor simultaneously drawing high positivity and negativity (Wes Welker’s legs being eaten / reactions to Milind Soman) shows humour is subjective, personal and contextual. The brand needs to consistently striking the right chord, with the right people. For example, the introduction of Milind Soman in India was an attempt to engage a dissimilar audience demographic. What remains to be seen is if this version of the “Old Spice man” becomes as legendary as Isaiah Mustafa’s, and if the humour clicks! • The influence of celebrities (recall for Wes Welker / Terry Crews commercials) is undeniable. The brand should consider more such campaigns, with celebrities doing funny, unexpected things. • Social approval by women is said to influence men’s purchase decisions. The brand is undoubtedly aware of this – the Man Your Man Could Smell Like campaign was directed at women. Given that conversations by women are now less than one third of that by men, it needs to do more to encourage and engage them. Note: All data was obtained using webfluenz systems. www.webfluenz.com 13
  14. 14. Personal Personal+ CONTACT US (Sales/Business Assistance): SINGAPORE 800 101 3021 UNITED KINGDOM 808 101 2160 UNITED STATES 855 281 6578 For more of our latest research, visit http://www.webfluenz.com/Webfluenz_Research/ For general sales enquiries, contact us at sales@webfluenz.com www.webfluenz.com ©2013 Webfluenz PTE LTD. webfluenz and the webfluenz logo are registered trademarks of Webfluenz PTE LTD. No part of this document may be reproduced without prior written consent from Webfluenz PTE LTD. All rights reserved. www.webfluenz.com 14
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