IMC 101: Old Spice's 'Smell like a man, man' campaign.

Source: https://www.campaignlive.co.uk/article/history-advertising-no-191-old-spices-smell-man-man-campaign/1436615

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.

There are 7 steps that companies must follow to create a successful IMC.

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?