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It's Wednesday, so it's time for the Wednesday Minute - the weekly audio tip for marketers. This week I am going to tell you about It's about a social media success story for the brand Old Spice and The Shulton Company, the original producer of Old Spice.
The first Old Spice product was a fragrance called Early American Old Spice for women, introduced in 1937. Old Spice for men followed in 1938. The early men's products were dominated by shaving soap and aftershave lotion, marketed with a nautical theme.
Procter & Gamble purchased Old Spice from the Shulton Company in June, 1990. The clipper ship was replaced by the yacht logo in February, 1992. In the late 2000s, Old Spice was well known in the USA for their jingle, a catchy whistle used in just about every Old Spice commercial. However, Old Spice had an up and down sales history until just recently.
P& G hired TV pitchman Isaiah Mustafa, a former NFL player and restaurateur to be the hot new Old Spice Guy. I have included the video of his TV spots. Well, the creative took off and on July 14th, 2010 Old Spice set up Isaiah in a bathroom with a video camera and had him reply to hundreds of comments and questions that were pouring in via Twitter, Facebook, Reddit and other social network platforms. Within 24 hours there were 181 video replies which had received a total of 6,703,414 views, propelling the Old Spice YouTube channel up to the most viewed channel of the day.
What I like about this case study is it demonstrates re-positioning of a brand and then how to use an integrated media campaign to reach your target audience in a meaningful and humourous way.
Read The Article About Isaiah Mustafa
This week's food for thought is here:
