I love what Old Spice is doing to increase and change their market share. In fact, The Cycle - PR Weekly US reports that brand change and awareness has contributed to 107% increase in sales. What is interesting about this is that it is not only about the commercials that everyone sees on T.V. but how YouTube has played a part in the successful continuation of the brand and awareness.
With over ten thousand view of the most recent commercial on YouTube and many other spoofs on the same thing, you can see how this type of hype can transform a brand. Women have been commenting that they used to think of Old Spice as smelling like old men, but the new image has caused them to take another smell. Some have even wondered if they've recently changed their smell, because they think that Old Spice smells different now.
What I think, is that Old Spice has done what many companies wish they could do...reestablish their brand image as fresh new and exciting and attract new prospective buyers. With the catchy and funny commercials, YouTube spoofs and everyone talking about it - every marketers dream situation.
So how did they accomplish this?
The lesson here is that one media is not an option anymore. I used to say the same thing about choreography when teaching others about how to create great works of "Dance Art". It is all about layers. One layer doesn't work well for our society any more, we are board with it, and anything that has just one layer we don't pay attention. But with layers of information and multiple campaigns being launched in different venues you create something that causes people to turn their heads and pay attention.
This means marketing campaigns now must deliver themselves in multi-content, multi-venue, multi-layer in order to get amazing success.
How will you layer your communications for success? If so, your company could smell like Old Spice.
This campaign I said from day one was brilliant. And yes- a marketers dream. But just like choreography- how do you think of something like this....is it creative intuition that some people are just born with or does it come in time and practice? The same thing can be said about "The Most Interesting Man in the World" amazing concept- because it was carried way from just T.V. and paper ads- he was placed in the middle of every dive bar in America. I thinks it's a little luck and a lot of guts- but mostly marketing prodigies that have invaded the traditional- thank god!
ReplyDeleteWell I don't know about luck, as I don't think any marketing professional would post there resume with "Came up with marketing campaign on shear luck"....but I think every creative person must develop their own process.
ReplyDeleteFor me, when I was choreographing it always started with the music and learning a piece of music by listening to it on an ongoing basis until I understood what it was telling me. Disecting pieces of the music, trying to hear different things each time I listened. This was my process.
In marketing sometimes the brainstorming happens in teams, sometimes alone, but it must come from some sort of process. Everyone has their process.
What is yours?