Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Old Spice Case Analysis


Published on

  • Be the first to comment

Old Spice Case Analysis

  1. 1. The Man Your Man Could Smell Like CampaignBy: Kelsey Hinchliffe and Jaimie Olson
  2. 2. The Client Owned by Procter & Gamble Fortune 500 company founded in 1837 Produces 3 categories of consumer goods  Beauty  Household  Health Other brands include Olay, Gillette, Crest, Tampax, Dawn, Charmin Febreeze
  3. 3. TheClientOLD SPICE First product was for women introduced in 1937 Men’s products followed in 1938 Offers shaving cream, aftershave, deodora nt, body wash, and body spray Known for its sailing theme and red product packaging.
  4. 4. The AgencyWieden + Kennedy Founded in 1982 by Dan Wieden and David Kennedy 8 offices all around the world (Portland, Amsterdam, Tokyo, etc.) Clients include Nike, Coke, ESPN, Honda, Microsof t, Miller Brewing, Old Spice Website
  5. 5. ResearchConsumer Surveys: male body wash is usually purchased by women (Bradley)Women purchase about 70% of all male toiletry productsBody wash strikes the majority of men as unmanly
  6. 6. The ProblemHow can Old Spice market body wash to female purchasers and at the same time make it seem more masculine and appealing than a bar of soap to their male target consumers?
  7. 7. Competitive Environment Biggest rival is Axe (Newman) (West)  Also makes male grooming products  Owned by Unilever Axe spent $30 million in advertising in 2009 while Old Spice only spent $7.5 million Axe campaigns tend to be over the top and have ordinary men that suddenly become sexy to women that have a great deal of sex appeal
  8. 8. Objectives “Start a dialogue between men and women and boyfriends and girlfriends” Beat out Axe as the leading seller of body wash to men all across the nation Embrace social networking as a way of engaging customers Combine both feminine and masculine appeal in their advertisements
  9. 9. Objectives Make the objectives quantifiable and add a deadlineEXAMPLE: By the end of 2010 increase sales of Old Spice Body Wash by 15%.EXAMPLE: By the end of 2010, Old Spice must lead Axe in body wash sales by 10%.EXAMPLE: In the next consumer survey, 50% of all men must have a favorabe view of Old Spice Body Wash.
  10. 10. Target AudienceMen ages 18 to 34Women with boyfriends or husbands or children in that age range that are purchasing the products (Parpis)
  11. 11. StrategyMaintain heritage of the brand (seafaring theme) but repackage it with a satirical twistStress the masculinity of the brandMake people feel personally invested in the brand (Bowen)
  12. 12. Tactics CAMPAIGN COST: $11.4 Million (Hallerman)TV Online Banner Commercials AdsCinema Ads WebsiteFacebook DownloadsTwitter MerchandiseYouTube Earned Media
  13. 13. Tactics
  14. 14. TacticsOld Spice WebsiteFacebookTwitterYouTubeOprah Show
  15. 15. Evaluation In less than 3 days, 5.2 million views on YouTube Twitter followers grew from 3,000 to 90,000 Facebook fans 675,000 (interaction climbing by 800%) 1 billion media impressions W+K won Emmy for outstanding commercial (Axon) Sesame Street Parody (Worsham)
  16. 16. Evaluation Nielsen Data  Old Spice Body Wash sales up 11% in last 12 months  Old Spice Body Wash sales up 27% in last 6 months  Old Spice Body Wash sales up 55% in last 3 months  Old Spice Body Wash sales up 107% in the last month (Parpis)
  17. 17. TheoriesFraming TheoryTwo Step Flow
  18. 18. Strengths & Weaknesses Strengths  Weaknesses  Embraced social  Some considered it media too redundant  Very memorable  Fake characters in commercials social media  Made consumers a part of the campaign