Old Spice India Campaign: Social Media Analysis of 'Mantastic' by Webfluenz

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Though examples of global campaigns being “localized” are plenty, none in recent memory have gone as viral in India as the Old Spice Mantastic campaign.

Creating another version of ‘The Man Your Man Could Smell Like’ was a lofty aim to begin with, given that Isaiah Mustafa’s portrayal has gone down in history as a near-perfect viral video case study. The personalisation, engagement, influencer identification, concept, script, humour, Isaiah – almost every aspect has been raved about. Not to mention our recent analysis of conversations around Old Spice showed that it was still being talked about, a whole three years post its launch! The Indian campaign starring Milind Soman garnered significant attention too, with millions of people watching the videos. But it really makes one wonder – views aside, how many people are actually talking about the campaign? What did they think? Would they still share it a week, month, or a year down the line?

With the last Mantastic ad releasing in the beginning of November, we tracked social media buzz around the campaign right through the month, to see how things play out. Take a look.

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Old Spice India Campaign: Social Media Analysis of 'Mantastic' by Webfluenz

  1. 1. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ WHAT SOCIAL MEDIA REALLY THINKS OF ‘MANTASTIC’
  2. 2. CONVERSATIONS PICKED UP QUICK AROUND MANTASTIC MANTASTIC: The campaign went live early October and instantly gained popularity on social media. It was one of the top 4 most talked about Old Spice campaigns. 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. Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 4
  5. 5. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013 Globally 3rd most Popular of all OLD SPICE Commercials Creating another version of ‘The Man Your Man Could Smell Like’ was a lofty aim to begin with, given that Isaiah Mustafa’s portrayal has gone down in history as a near-perfect viral video case study. The Indian campaign starring Milind Soman garnered significant attention too, with millions of people watching the videos. Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 5
  6. 6. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013 The Mantastic Ads on Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 6
  7. 7. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013 Volume & Sentiment on social media in November Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com
  8. 8. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013 Conversations around Milind Soman Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 7
  9. 9. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013 Conversations around Engagement Activities Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 8
  10. 10. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013 Conversations around the Humour & Concept Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 9
  11. 11. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013 Engagement on Official Handles Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. www.webfluenz.com 10
  12. 12. WHAT HAVE WE LEARNT? The Weiden+Kennedy team deserves credit for a great campaign, with the pizzazz to go viral instantly. But, unfortunately, the fact that social media isn’t talking about it a few weeks down the line indicates that it doesn’t match up to it’s legendary predecessor. But we sure can learn from it! Based on the above analysis, here are a few things to keep in mind when you’re planning your own viral campaign – •Have a solid consumer engagement plan – it is essential for establishing brand recall. Creating ‘awareness’ is not enough, to be remembered, a campaign needs to compel people to talk about it. •Integrate your online and offline marketing, for the simple reason that they always affect one another. You can easily use this fact to your advantage – don’t miss out. •Humour is highly subjective, so think through the content thoroughly before implementation. •While advantages of paid promotions are undeniable, you don’t want to get on social media’s bad side. Space out your promotions and updates over time – too much of anything is never good. •Pick your brand ambassador with care; be conscious of the advantages and disadvantages of picking him / her. •Have a plan on how to handle criticism and exemplify finer traits. Note: All data was obtained using webfluenz systems. www.webfluenz.com 12
  13. 13. Personal CONTACT US (Sales/Business Assistance): 800 101 3021 UNITED KINGDOM Personal+ SINGAPORE 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 13
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