Social Spice
Old Spice sales are up by 107% thanks to their recent foray into online advertising. The brand which is over 70 years old, experienced a new lease of life this summer with a series of witty online ads, capturing both the imagination of younger target markets, and all those old enough to remember the slightly more tired Old Spice image of previous years.
What did they do so well? And importantly, how can companies and organisations take lessons from this highly acclaimed, universally loved campaign, and translate it into something meaningful for their marketing spend?
In our view, there are four factors which are useful lessons for every brand:
- Sell to people who want to buy. Data lead strategies which pinpoint the target market and therefore can articulate the individual user experience; what they look for, where they go, and how they buy, is helping to shape exciting, targeted online campaigns with greater end results for both consumer and advertiser. Be specific in order to find people that want exactly your products or services and to achieve the greatest return.
- Traditional rules regarding benefits and features still apply. ‘Old Spice Man’ highlights the benefits of using old spice but heightens them to the point of absurdity so that men and women alike can laugh at way in which deodorant advertising promises to make you significantly more attractive to the opposite sex. It shares the jokes, but the benefits of using Old Spice (and being part of the ‘club’ that get the joke) remain implicit.
- Consistency is critical. If you enjoyed the ad series, you won’t be disappointed by the official website. The description invites visitors to ‘improve their mansmells’. Same humour, same fun, same appeal. Organisations are constantly let down by a lack of consistency and brands can very quickly seem disingenuous. Consistency of message, tone and style can help you stand out from the crowd.
- Know when to quit. This is really difficult, particularly when your campaign seems to be at the height of its success and appeal. As humans, one of our many foibles is to always want what is scarce. A limited one day sale opportunity drives excitement and interest, but it quickly wanes if that initial limitation expands to a week or a month. Campaigns are named as such for a reason. Military campaigns have a purpose. They push forward, edge a little closer to a key milestone or vantage point. It is the same in the development of your brand. With over 70,000 followers on Twitter, in excess of 60 million views on YouTube, and literally millions of positive comments and blogs, Old Spice Man has called it a day… for now. The only way to continue the fun is to buy the product. Old Spice sales growth remains one to watch.
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