Old spice established isaiah as their look and kept

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Old Spice established Isaiah as their look and kept it consistent leading to the response campaign. 186 response videos were filmed, all different responses to different fans and celebrities who had sent in requests, one of which included Barack Obama and Ellen DeGeneres. Once these videos were posted, 70% of them to everyday consumers (WARC 2010), on YouTube the results were outstanding.
On day one the campaign received" 5.9 million YouTube views , more than Obama's victory speech after 24 hours , after day two the campaign had 8/11 top videos on the web , after day three the campaign had over 20 million views and one week after launch the campaign soared up to 40 million views on YouTube."- ( ). With these figures, it’s safe to say the "response" campaign was a huge success. During the week of the launch, other social media websites of Old Spice saw an incredible rise in the levels of traffic towards their sites. "The brands Twitter following had a 2700% rise, Facebook fan interaction went up 800%, traffic to Old Spice.com went up 300% and Old Spice became the number 1 viewed brand channel on YouTube" -().The campaign had gone viral and was really creating the buzz that Old Spice needed. The Aftermath: Facts and Figures (Old spice best practice 5 essentials for spicing up your branding strategy, Curtis Goldsby Sept 15 , 2015) I feel as though there is a slight comparison between the Diageo campaign mentioned in "you can make ubiquitous advertising acceptable , even welcome by customers "(Jeffrey.F.Rayport) and the response campaign .Diageo wanted to reconnect with its customers on a personal level, as did Old Spice. Social media take over that Old Spice had created was an incredible achievement for the brand. Their response campaign was helped by the popularity of online activity at the time. An article from 2011, just a year after the Old Spice took over the internet has some interesting facts about online video viewing.
"About a combined 8 in 10 (78%) US internet users watch online video on a weekly basis or more" (July 2011 by Frank N. Magid Associates, Inc.).The article goes on to explain a key area which Old Spice targeted , males aged 18-34 "In 2011, 31% of males 18-34 viewed online video daily, up 13% from 26% in 2010." (8 in 10 Web Users Watch Online Video Weekly or More, August 10, 2011, Marketing Charts staff). Reflections and Assessment: The "Man your man could smell like" was an iconic piece of advertising genius that paved the way for Old Spice today. However, there are some weak points or flaws that I have noticed after I had conducting my reasearch.The original advertisement and most of the ones that followed it show evidence of the lifestyle of luxury and luxurious items. The advertisement seems to neglect the actual purpose of the product itself. Old Spice are advertising something you consume privately not publically, " Perhaps this is why Wieden+Kennedy decided to not focus on the actual product versus creating an identity for the brand" (Advertising and society, Prof.

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