This presentation takes a look at the strengths and weaknesses of Old Spice in their social media campaigns. Social media outlets include Twitter, Facebook, and Youtube.
Old Spice brand history, Brand identity, Brand Rejuvenation, Brand Prism, Brand equity, Brand positioning and The Man your Man could Smell Like Campaign
Established brand positioning and worked as Media Director to manage a team to develop a fully integrated national campaign to reach Generation Y females.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
Old Spice brand history, Brand identity, Brand Rejuvenation, Brand Prism, Brand equity, Brand positioning and The Man your Man could Smell Like Campaign
Established brand positioning and worked as Media Director to manage a team to develop a fully integrated national campaign to reach Generation Y females.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
Y&R’s BrandAsset® Valuator (BAV) is our proprietary brand management tool and global database of consumer perceptions of brands. For the past 20 years, we have studied consumer response to more than 50,000 brands from hundreds of categories in 51 countries around the world. And collected data from close to 1 million people.
Marketing concept created for The North Face brand. Main idea is to use storytelling instead of advertisement in order to promote trail running products and brand awareness.
There have been brands that have made a difference to this fiercely competitive business world just by their sheer brand power.
This brand power is not created overnight. There are multiple factors that play pivotal roles to synergize for creation of a powerful brand image.
This is why some brands eventually evolve to be termed as GENERIC BRANDS because they become synonyms to the product/ service they manufacture.
The key point for all such companies is to create the right perception of their brand amongst their target audience. It’s all about settling down in the minds of the people.
The tools and methods applied to satisfy the customers may be many, but the ultimate goal is always constant.
As a result, the brand of the company becomes its most valuable asset.
A generic brand, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that has become the generic name for, or synonymous with, a general class of product or service, against the usual intentions of the brand's owner. Using a genericized trademark to refer to the general form of what that brand represents is a form of metonymy.
A brand is said to become genericized when it began as a distinctive product identifier but has changed in meaning to become generic. A brand typically becomes "genericized" when the products or services with which it is associated have acquired substantial market dominance or mind share such that the primary meaning of the genericized brand becomes the product or service itself rather than an indication of source for the product or service. A trademark thus popularized has its legal protection at risk in some countries such as the United States and United Kingdom, as its intellectual property rights in the trademark may be lost and competitors enabled to use the genericized brand to describe their similar products, unless the owner of an affected brand works sufficiently to correct and prevent such broad use.
Y&R’s BrandAsset® Valuator (BAV) is our proprietary brand management tool and global database of consumer perceptions of brands. For the past 20 years, we have studied consumer response to more than 50,000 brands from hundreds of categories in 51 countries around the world. And collected data from close to 1 million people.
Marketing concept created for The North Face brand. Main idea is to use storytelling instead of advertisement in order to promote trail running products and brand awareness.
There have been brands that have made a difference to this fiercely competitive business world just by their sheer brand power.
This brand power is not created overnight. There are multiple factors that play pivotal roles to synergize for creation of a powerful brand image.
This is why some brands eventually evolve to be termed as GENERIC BRANDS because they become synonyms to the product/ service they manufacture.
The key point for all such companies is to create the right perception of their brand amongst their target audience. It’s all about settling down in the minds of the people.
The tools and methods applied to satisfy the customers may be many, but the ultimate goal is always constant.
As a result, the brand of the company becomes its most valuable asset.
A generic brand, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that has become the generic name for, or synonymous with, a general class of product or service, against the usual intentions of the brand's owner. Using a genericized trademark to refer to the general form of what that brand represents is a form of metonymy.
A brand is said to become genericized when it began as a distinctive product identifier but has changed in meaning to become generic. A brand typically becomes "genericized" when the products or services with which it is associated have acquired substantial market dominance or mind share such that the primary meaning of the genericized brand becomes the product or service itself rather than an indication of source for the product or service. A trademark thus popularized has its legal protection at risk in some countries such as the United States and United Kingdom, as its intellectual property rights in the trademark may be lost and competitors enabled to use the genericized brand to describe their similar products, unless the owner of an affected brand works sufficiently to correct and prevent such broad use.
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improving safety performance indicators such as accidents, injuries, and property damages. These results
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2. Background:
The first Old Spice product was introduced in 1937 by the Shoulton Company as Early
American Old Spice for women, followed by Old Spice for men in 1938. The Early American
Old Spice was developed around a colonial theme, and its founder William Lightfoot Schultz
wanted to maintain that colonial framework for those products and chose a nautical theme for
Old Spice hence its trademark sailing ships.
In June 1990, Procter and Gamble purchased the Old Spice fragrances, Skin Care and
Antiperspirant and Deodorant products from the Shoulton Company and it has been a part of
the P&G family ever since.
3. Company Culture:
As a part of the Procter and Gamble family, Old Spice follows the company’s Purpose, Values and Principles:
Purpose: unified in a common cause and growth strategy of improving more consumers’ lives in small but
meaningful ways each day. It inspires P&G people to make a positive contribution every day
Values: reflect the behaviors that shape the tone of how they work with each other and their partners.
Principles: articulate P&G’s unique approach to conducting work every day.
However, if you’ve seen any of Old Spice’s recent commercials or have taken a look at Old Spice’s different
social media sites you will quickly realize that the company has a jovial and comedic air to it. Through the
use of different campaigns such as “Smell like a man, man” this jovial and comedic side can be portrayed in
the company’s social media marketing strategies.
5. Strengths:
❖ Vast following across social media sites such as
Facebook, Twitter, Instagram, Youtube, and
Tumblr
➢ Facebook – 2,627,392 likes
➢ Twitter- 224,543 followers
➢ Instagram- 58,230 followers
➢ Youtube- 509,898 subscribers
❖ Constantly updating and posting to the different
social media platforms to keep followers engaged
and informed
❖ Extending the entertaining TV commercials, that
appeal to both men and women, to its different
Example of interaction with followers on Twitter:
6. Weaknesses:
❖ Humorous ads can impede the older more
serious consumers.
❖ The overuse of fantasy in ads hinders
credibility.
❖ Lacks variety and an extensive product
line.
❖ Competitors like Dove have higher market
share and more products.
❖ Gillette holds a stronger position and
market share in the P&G family.
❖ Limited target segment (markets to young
7. Opportunities
❖Expanding the market internationally to other young men worldwide
❖Old Spice’s advertising can be used for both information and entertainment
❖Spikes a greater interest in grooming and fragrances in men
❖Brand can expand its reach to female consumers by releasing a feminine
care/grooming product line
❖Young consumers are more willing to experiment and try new products.
8. Threats
❖Top Competitor: Axe
➢ Axe also targets young men
➢ Ads/Commercials also have a comedic youthful tone
❖Competitor: Right Guard
❖Due to their young consumers/fans, Old Spice’s customer loyalty may suffer
due to consumer immaturity
❖Bad Press: In recent years, many Old Spice consumers have complained about
skin reactions, rashes and inflammation after using the brand’s body wash and
deodorants.
12. Purpose:
The purpose Old Spice’s strategy is to keep up with their competition and increase
profits. With roughly about 70% of marketers acquiring customers through social
media, it’s important for companies to actively seek out the social media market
segment or risk losing potential customers. Therefore, Old Spice’s objective is to use
social media to capture the vast number of potential customers that can be found
online. Taking this into consideration Old Spice has set its objectives around success
in social media. Success in social media translates to a high number of people that
are aware and interested in your brand.
13. Objectives:
Old Spice has chosen to use social media marketing as one of their main market
strategies for various reasons. In today's market social media plays a huge role in
brand promotion and customer influence. It’s rare to see an established brand that
doesn’t partake in the social media phenomenon. This is one of the main reasons
why Old Spice has chosen to develop a strong social media marketing strategy.
14. Target Market and Differentiation Strategy
Target Market
- Men between the ages of 18 and 34
- Women with boyfriends, husbands or kids between the ages above
Differentiation amongst competitors
Old Spice differentiates their social media marketing strategy in the following ways
- They develop short and catchy videos
- Their content is easy to share and easy to remember
- Old Spice responds to tweets within a reasonable timeframe of 24-48 hours
- Old Spice infiltrates a lot of humor and entertainment into their posts
- They tap into other social media channels, such as the Ellen show, to create buzz
Old Spice currently uses these social media tools to facilitate their differentiation strategy
- Social Media Relationship Management (SMRM) tool: aggregates information about users from variety of
variety of platforms to give a visual representation of the typical social media follower
- Social Media Monitoring (SMM) tool: this tool tracks “mentions” of the product, such as hashtags and other
tags.
This therefore provides old spice with a better idea of where their traffic is being generated from.
15. Old Spice Social Media Tools
Old Spice is currently on the following social media platforms.
- Twitter
- Facebook
- Tumblr
- Instagram
- Youtube
Below are some appropriate tools Old Spice can use as part of their social media strategy, as well as
the advantages and disadvantages of these social media tools.
- Tweroid (twitter): This is a tool that measures the effectiveness of posts. This is measured by in time between
the post
date and engagement. Although this is a very useful Twitter tool, it only measures engagement, not depth of
feedback
- LikeAlyzer (facebook): Like Tweroid, LikeAlyzer analyzes page traffic on Facebook. However, LikeAlyzer also
highlights
area’s for improvements. LikeAlyzer also displays are a business page ranks amongst its competitors.
- Curalate (instagram): Curalate is a great monitoring tool for instgram because it monitors conversations about
specific
16. Best things about Old Spice’s Social Media
❖Very Interactive with its followers
➢ Instagram’s Choose Your Own Adventure Game
➢ “Shirtless Old Spice Guy Responds” campaign on
Youtube
❖Research before releasing social media
campaign
❖Tries to respond humorously
❖Campaigns grow naturally
❖Connect with new audience and force
17. How can Old Spice improve?
❖Introduce a loyalty rewards program
➢ Encourages purchases from followers
➢ Creates brand loyalty
➢ Creates brand engagement
❖Participate in real engagement with
fans to create better relationships
➢ Currently Old Spice tweets only funny or
quirky things
➢ Youtube response videos as well as
twitter responses are comical
18. References:
❖ Amézquita, L. (2014, September 3). 4 Ways You Can Instantly Improve Your Social Media Marketing. Retrieved October 24,
2015, from http://www.b2binboundmarketer.com/inbound-marketing-blog/4-ways-you-can-instantly-improve-your-
social-media-marketing
❖ Bradley, Tony. "Social Media Lessons from the Old Spice Man Campaign." PCWorld. Web. 28 Oct. 2015.
❖ Cattachio, C. (2010, July 14). How Old Spice showed us what a social media campaign is all about. Retrieved October 24,
2015, from http://thenextweb.com/socialmedia/2010/07/14/how-old-spice-showed-us-what-a-social-media-campaign-
is-all-about/
❖ Nudd, T. (2015, July 31). Old Spice Creates a Loony Sci-Fi 'Choose Your Own Adventure' Game on Instagram. Retrieved
October 24, 2015, from http://www.adweek.com/adfreak/old-spice-creates-loony-sci-fi-choose-your-own-adventure-
game-instagram-166190
❖ Ojha, Utsav. "Marketing and Social Media Campaigns. (Old Spice)." Marketing and Social Media Campaigns. (Old Spice).
Web. 28 Oct. 2015.
❖ Rose, R. (2010, August 25). 3 things you don't know about Old Spice's success. Retrieved October 24, 2015, from
http://www.imediaconnection.com/content/27453.asp#multiview
19. References:
❖ Smith, D. (2011, August 18). 5 Marketing Lessons From Old Spice. Retrieved October 28, 2015.
❖ Borowska, P. (2014, April 2). What Can Old Spice Teach Us About Effective Marketing? Retrieved October 28, 2015.
❖ Ojha, Utsav. "Marketing and Social Media Campaigns. (Old Spice)." Marketing and Social Media Campaigns. (Old
Spice). Web. 28 Oct. 2015.
❖ Rose, R. (2010, August 25). 3 things you don't know about Old Spice's success. Retrieved October 24, 2015, from
http://www.imediaconnection.com/content/27453.asp#multiview
❖ Old Spice (2015). History of Old Spice. Retrieved from the Old Spice website
(http://news.oldspice.com/about/history_timeline
❖ Procter and Gamble (2014). Purpose, values and principles. Retrieved from the Procter and Gamble website
https://www.pg.com/en_ANZ/company/purpose-people/purpose-values-and-principles.shtml
By interacting with its followers, without trying to sell the product, Old Spice became the top of Digg and Reddit, while becoming a trending topic on Twitter. Their Youtube Campaign made it so that their followers multiplied drastically. They were covered in mainstream news due to the “Respond” campaign. Their videos are short and they responded during real time.
Campaigns grow naturally: They seldom go to press conferences when introducing a new campaign. They recycle their actors, and use social media so that it spreads naturally through word of mouth.
Reuse ideas: The Swagger Campaign was directed to a new target audience: Younger men from the ages of 12-24. To connect with them, they hired Isaiah Mustafa to be the spokesperson of Old Spice. They also hired Terry Crews for a stronger image, and even had these two spokesmen compete for which brand of Old Spice is better. Timber (Isaiah) vs Bearglove(Terry).
Make A smellmitment campaign: https://youtu.be/y_hWeN249fs
Link to interactive game: https://instagram.com/p/5xNE_MNNXH/
Example of youtube campaign: https://www.youtube.com/watch?v=0Cs95FmimP0&feature=player_embedded
Source: http://thenextweb.com/socialmedia/2010/07/14/how-old-spice-showed-us-what-a-social-media-campaign-is-all-about/#
http://www.imediaconnection.com/content/27453.asp#multiview
http://www.adweek.com/adfreak/old-spice-creates-loony-sci-fi-choose-your-own-adventure-game-instagram-166190
Loyalty programs source: http://www.b2binboundmarketer.com/inbound-marketing-blog/4-ways-you-can-instantly-improve-your-social-media-marketing
More on real engagement: While there isn’t anything wrong with being funny and quirky, Old Spice rarely engages in anything serious, which makes it difficult to create long lasting relationships. Right now, since they rely on viral marketing and using comedy to create fans, if they ever wish to change their image in the future, it will be hard to make that transition without losing many of their followers. However, their current tactics are working well, but if in the future, it declines, it will be because of the lack of relationship that Old Spice created.