Old spice media campaign
The successful media campaign started in 2010 with the "The man your man could smell like" advertisement . That video of the advert has over 51 million views on YouTube. In June 2010, 'Old Spice' followed up with a second commercial featuring the same actor as the first, Isaiah Mustafa. Mustafa quickly became "Old Spice Guy," a nickname the creators capitalised on with an interactive video campaign in which Mustafa responded to fans' comments on Facebook, Twitter, and other social media websites with short, personalised videos.
In about two days, they had created 186 personalised, quite funny video responses featuring Mustafa responding to fans online. These videos saw almost 11 million views, and 'Old Spice' gained about 29,000 Facebook fans and 58,000 new Twitter followers.
On February 7th, 2010 launched their "The man your man could smell like" advert on television with the advert being released on YouTube at the same time. This was the night of the SuperBowl and that was watched by an average 106,476,000 viewers, this gave them the maximum exposure. The campaign targeted female viewers as the company determined that women make the decision for the men when it comes to hygiene products more often than not. They targeted people aged 18-34.
The initial advert of the campaign was effective as the face of the advert Isaiah Mustafa (former NFL player) was young, confident, good looking and humourous. This is what their target audience want 'their man' to smell and look like. This is why they use the line "The man you man could smell like" it plays on these desires. The advert was also successful as it was short, snappy and humourous, which gained and kept peoples attention for longer as it was memorable.
After the huge success of the "The man your man could smell like" advert, 'Old Spice' and Isaiah Mustafa did 180 personalised videos responding to comments from fans and celebrities such as, Ellen, Demi Moore and more. This type of personal interaction is what helped them stay relevant and talked about.
While releasing personalised videos, old spice were also releasing print advertisements in magazines and newspapers. By doing this they were able to get their message of "Smell like a man, man" across in digital media and print media.
This print advert like the digital advert shows Isaiah Mustafa topless, with only bubbles or foam covering the rest of his body. Mustafa has a beard and an axe over his shoulder this conveys a message of manliness, whilst keeping the same humourous approach as on digital media.
'Old Spice' used actor Isaiah Mustafa in a humourous and sexual way to get the attention of women (as shown in print advert) this was because they established that women were 70% of the men's hygiene market. This along with personalised videos to comments from fans meant that they surprised and amazed people, as this was new to the market. Also because a lot of work was done digitally they could quickly gauge reaction, as people are very open to giving feedback to the advertising. This give 'Old Spice' the ability to adapt and move with the times, which gave their campaign a fresh and new feeling.
On February 7th, 2010 launched their "The man your man could smell like" advert on television with the advert being released on YouTube at the same time. This was the night of the SuperBowl and that was watched by an average 106,476,000 viewers, this gave them the maximum exposure. The campaign targeted female viewers as the company determined that women make the decision for the men when it comes to hygiene products more often than not. They targeted people aged 18-34.
The initial advert of the campaign was effective as the face of the advert Isaiah Mustafa (former NFL player) was young, confident, good looking and humourous. This is what their target audience want 'their man' to smell and look like. This is why they use the line "The man you man could smell like" it plays on these desires. The advert was also successful as it was short, snappy and humourous, which gained and kept peoples attention for longer as it was memorable.
After the huge success of the "The man your man could smell like" advert, 'Old Spice' and Isaiah Mustafa did 180 personalised videos responding to comments from fans and celebrities such as, Ellen, Demi Moore and more. This type of personal interaction is what helped them stay relevant and talked about.
While releasing personalised videos, old spice were also releasing print advertisements in magazines and newspapers. By doing this they were able to get their message of "Smell like a man, man" across in digital media and print media.This print advert like the digital advert shows Isaiah Mustafa topless, with only bubbles or foam covering the rest of his body. Mustafa has a beard and an axe over his shoulder this conveys a message of manliness, whilst keeping the same humourous approach as on digital media.
'Old Spice' used actor Isaiah Mustafa in a humourous and sexual way to get the attention of women (as shown in print advert) this was because they established that women were 70% of the men's hygiene market. This along with personalised videos to comments from fans meant that they surprised and amazed people, as this was new to the market. Also because a lot of work was done digitally they could quickly gauge reaction, as people are very open to giving feedback to the advertising. This give 'Old Spice' the ability to adapt and move with the times, which gave their campaign a fresh and new feeling.
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