Case studies


Can The Shirtless Old Spice Guy pull off a marketing miracle?

Unless you’ve been in a cave this week, it would have been hard to avoid the splendid, amazing and entertaining Old Spice media blitz, which includes brilliant ads and one of the best social media campaigns in the young history of the channel.

“Hello Ladies,” says the oh-so-manly Old Spice guy. “Does your man look like me?  No.  Can he smell like me? Yes.”

While the hilarious Old Spice ads have been an Internet hit on their own for months (5.5 million views), everything changed this week.

As TNW reports, the Old Spice social media team had secretly been collecting people’s – and especially celebrity – questions and responses across Reddit, Facebook, Twitter, and Yahoo Answers, and were preparing for this week’s all-day-video-shoot where Shirtless Old Spice Guy (Isaiah Mustafa) would provide video responses. This included providing a proxy wedding proposal (that was accepted!).

Literally, an over-night marketing legend was created (here’s a link to some of the stats).

I don’t need to re-hash the details of the campaign.  Instead I’d like to point out that this is an extremely rare example of a brand attempting to entirely re-invent itself.  To accomplish that, you need it all — vision, guts, brilliance, execution, and a lot of advertising money.

There have been plenty of others who have tried to go down this perilous path and failed (remember “it’s not your father’s Oldsmobile?”).  This drive to resuscitate Old Spice may go down as one of the most ballsy moves in marketing history.

Despite numerous attempts at an updated image, OldSpice was still languishing behind edgier brands like Axe. Wouldn’t you have liked to have been a fly on the wall when the ad agency (Wieden+Kennedy) made this pitch: “While the  historical Old Spice customer is an ulta-conservative white male in his mid-50s, we would like our new spokesperson to be a half-naked black man flaunting his manliness to women under 40.”  Sure, the social media is genius. But what I admire most is that they may have finally taken a quantum-leap toward achieving this:
Old Spice … the pungent, stinging stuff my DAD used to splash on his face each morning, is now a trending topic on Twitter, not to mention riding the top of Digg, Reddit and a ton of mainstream news stories. The story is all the more remarkable because of how awful Old Spice ads have been in recent years. Remember the “centaur” ad during the Super Bowl?

Another break-through aspect of this campaign is how a blue-chip brand truly integrated a multi-million-dollar mainstream advertising campaign with the social web.  Even recent successes like the wildly-successful Nike World Cup mini-movie seemed to occupy a special niche as a pure social media play.  Can you think of another high-profile example where the TV spokesperson is really interacting and responding to people on Twitter, Facebook and YouTube? This may be the start of real integration.

This social media campaign has built tremendous momentum in just a few days. Will this actually sell body wash?  What will happen to the brand’s core demographic?  Will we witness a true marketing miracle? Will the Old Spice Guy suffer from (ahem) over-exposure?

And now it appears that the social media onslaught has just as quickly some to an end. Today, the “Guy,” chainsaw in hand, says in a final tweet and video “like all great things this too must end.”  And then he catches a giant fish that falls from nowhere.

So what will happen next in this campaign? Some guesses:

  • Customer contributions to their own home-made shower commercials
  • Shirtless guy cameo appearances in real TV shows
  • Humorous , longer YouTube productions with how-to tips on how to be manly

What do you think?  I hope you’ll join me in appreciating this really special marketing campaign and tell me what you think about it in the comment section.

By the way, this blog post is dedicated to Arminda Lindsay (@AllArminda). Why?  Because she asked me to. You should know by now that I am basically the {grow} community’s personal blogger … kind of your word valet.   And Arminda wanted me to write about a half-naked black man.  So I did.

Hilarious video, serious marketing lessons

I wanted to show you this awesome music video because it’s creative, hilarious and it also reinforces a theme I’ve been writing about over several months …

Toyota paid big bucks to produce this YouTube video. It’s not meant for TV. It’s meant for the viral web … and viral it went. Point one: The big guns are pouring on to the social web. And they will dominate.

This video is about a minivan. But it is a ton of fun.  Doesn’t it just make you forget all those annoying little Toyota brake problems? Point two: To cut through the clutter, you have to be entertaining. In fact, the pressure to be entertaining is going to intensify for all of us if we want to cut through the clutter. The actual car is secondary in this piece.  In fact, not a single product feature is even mentioned.

Point three: Small businesses are not necessarily going to be squeezed out of the social web, but the expectations for quality content are going to be high.  Get ready.

Final point: Content is king baby.  Yeah, you have to develop relationships but you get there through content. Send your kids to journalism school. Seriously. The future for writers is bright.

By the way, my buddy Ike Pigott turned me on to this little video gem. We’ve never met but we’re going to see Rush in concert together in September. Viva La Twitter.  Rock on.

What do you think about this trend?  What would you say if your ad agency came to you and suggested spending $500,000 on a two-minute video that actually makes fun of your product?  How does this build an emotional connection to mini-vans?  To Toyota?

A Twitter success story: Search leads to new market discovery

Fara Hain grabbed my attention in a big way. In a recent comment on {grow} she mentioned that Twitter had led her to discover a new market for her company’s product. REALLY? I asked her tell us more and here she goes:

To some, Twitter is surely the Paris Hilton of new media, a place popular only because of its own popularity, fascinating because it’s so clearly pointless. And I admit my initial impression of Twitter was similar. But it didn’t take too long to make me a believer because I saw first-hand how Twitter helped our company create an entirely new line of business.

While working at Gizmoz (now digime), I was pulled into the world of Twitter by two friends who were early adopters.  They encouraged me to try it out and I started by “listening” through a daily search for Gizmoz on the Twitter search box. I thought it would be interesting to see what, if anything, people were saying about us. I collated responses into a spreadsheet to see if I could find a theme or locate emerging influencers.

I found that there was a group of people using my site in a completely different way than I had expected. Gizmoz is a B2C 3D animation company which had launched a web-based tool for teens to create greetings and videos using 3D avatars. On Twitter, our tool was being discussed with hashtags like #edtech.

It turns out we were being discussed on the podium at a major education conference!  To my surprise, teachers had been using Gizmoz in the classroom as an interactive tool for students to create presentations (science classes, social studies, even a kindergarten class!). We were blown away.

By making some simple changes to our product, and asking teachers for their direct feedback, we were able to make Gizmoz more classroom-friendly. We added avatars like Albert Einstein and other historical figures and we started to be more aggressive about hiding public posts which featured less appropriate content.

In our new marketing effort, we actively targeted teachers – who are, in fact, major viral influencers – one teacher influencing 30 students is a marketer’s dream! In this example, teacher in Australia embeds a Gizmoz example in his blog post.

It’s doubtful that I would have ever discovered this amazing new market for our products without Twitter. So while the occasional, “I’m drinking coffee” tweet may be annoying, I now know there’s deep value in there if you know how to look for it.

Fara Hain tweets on Marketing and Financial Media for her company Seeking Alpha

Related Posts Plugin for WordPress, Blogger...