Promising woman he was "The man your man can smell like" the towelclad hunk fronted what would go on to be hailed as one of the most popularever viral campaigns.
Old Spice was able to turn one of the brand's weakness into it's strength, having been around for 70 years, they found it harder to connect to the younger generation of consumers due to their new hip rivals, as well as realising that traditional marketing was no longer effective.
So what changed?
They were able to create multiple ads which delivered the same message. "What your man can smell like".
Through their market research, they realised that women were responsible for 50% of body wash purchases, so they created a campaign using ex-American football star called Isaiah Mustafa who many would find attractive to show that although their men don't look like him, they can definitely smell like him.
Now, what made this the IMC campaign of the month? They heavily integrated advertising with content and social media marketing, making their video's go viral.
The most obvious one is Step 1: Have a clear understanding of who your target audience is
Step 2: Pick your channels
Step 3: Have a consistent look
Step 4: Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels
Step 5: Ensure that your messaging is integrated
Step 6: Make sure your marketing teams/agencies are working in sync.
Step 7: Don't forget to track your campaigns - and coupons.
Old Spice were able to use this process, and not only did they see amazing results in audience reach, but sales were up by 125%. Having a consistent look, using online platforms as well as offline like TV ads, ensuring their message was consistent and integrated, they were able to succeed beyond their expectations.
Which brand do you know successfully followed these steps and was able to create an outstanding IMC campaign? What did you love or hate about it?
@tinaazheng
Thank you for your feedback, it's definitely a funny campaign. Not only do women like their man to smell good, but the fact that they have a good looking man telling us that although our man won't look like him, he can smell like him, it would've caught many womens' attention and possibly men. We all look up to someone we can be like or wish we could be so this would've had a huge impact.
@hluuu
I personally haven't seen that ad, but I can imagine how successful it would be. It's relatable to all women, everyone in general I believe, there's this idea of how everyone should look and because realistically no one looks like that, people struggle to be happy being themselves. so this would've had an impact on everyones emotions, it's definitely relatable.
@lea-guillot
Hey Lea, thank you for your comment. I agree with you 100%, coca cola's IMC was a huge success, I mean who wouldn't love to try a free drink before they purchase it. Even the way they engaged the consumers was amazing and it got a lot of attention because of it.
@s3540640
Hey Mebrak, yes I agree with you. It was funny and interesting at the start, but I definitely agree, once they over-do something it does become annoying. But they're definitely a good example of a successful IMC. they did an amazing job!
@s3661099
Thank you Alex, I love that you actually bought it, it's funny how an ad can convince you that something is so good, but then again, it might not actually be. Yes, the metro ad was definitely one successful IMC which you can't forget.. dumb ways to die, who can forget.