how an aging iconpwned the internet ...and some other SXSW takeaways
The HistoryStarted 75 years ago, by a nautical fetishistGetting killed, follow Right Guard!Axe enters the market, functional < emotionalGetting killed, follow Axe!Wieden + Kennedy takes over...
W+K’s WorkFirst spot - when she sweatsCan’t compete with Axe on sex.Develop a sense of humour for the brandThat was six years ago.
W+K’s WorkFirst spot - when she sweatsCan’t compete with Axe on sex.Develop a sense of humour for the brandThat was six years ago.The sense of humour reel
SXSW INSIGHT #1 -ITERATIVE, “OVERNIGHT”, SUCCESSIterative process - try, measure,improve, try again.Evolve your brand.“Advertising is not the thingthat you do, it’s the story ofthe things you’ve done.”
The Man Your Man CouldSmell Like CampaignTeam was briefed 48 hours before clientpresentation.Super Bowl spot...targeted at women.Thought they had a radio script.What if he just does everything he says?I’m on a horse?
SXSW INSIGHT #2 -DONʼT COUNT TV OUT YETWe just might not call it TVSocial TV - Birth of the front channelMedia spends are coming down. Media...there is no other industry in the world where people are given so much money with so few qualifications to spend it.Ubiquity of screens - “TV” is going to beeverywhere
YouTube Answer Campaign“It’s too simple”They talked to influencers AND averagejoes.
SXSW INSIGHT #3 -SEEK SERENDIPITYSerendipity: an aptitude for makingdesirable discoveries by accident.You’ve got to be there.Brands need to try new things.But be smart about it.
How Did They Make ItHappen 2 Strat’s Camera SetSelling it to the client 6 Editors •They did the math. + 1 QA 4 WritersModest budget •186 videos, 2 shoot days, $200,000Organization + small team = win •See diagramNerds + planning = double win •They hired nerds. Actual ones: 4Chan & Reddit styles •Found everyone that already posted about the tv spot •Built a custom application to manage the workflow
SXSW Insight #4 - Stay simple andnimbleLeverage technologies people are alreadyusing, the way they are using them.Simplify, simplify, simplify.One simplify would have sufficed.
What helped them succeedTraditional MediaLetting go •The laptop carousel •One takeClients •Sign a pre-nup.Alyssa Milano •Had a backup plan “Talk to the Old Spice Guy”
Why haven’t they continuedto engage people?It’s okay to have a community that’s likeyour oldest friendYou want to continue to delight peopleStraight up, it’s a resource issue
SXSW INISIGHT #5 -BRAND JOURNALISM IS NOT CUSTOMERSERVICEMaybe a cereal doesn’t need a Facebookpage. BUT...Brands need to at least be listeningThe Chrysler story - their fault for notbeing authenticPeople might one day actually like