No doubt, old spice is the one of the most successful marketing campaign today. In 2010, Old spice became the No 1 all-time most viewed branded channel on youtube.
Most people attributed it success to sophisticated use of social media. I agree. However, If I used Gobe's rules to analyse the success, I felt even deeper success factors were hidden under the surface.
1, Female focus
Marketing Research tells woman makes purchase of +50% body wash. At the beginning when Old Spice re positioned the brand, it switched its target customer groups from men to women for the first time. All commercials and marketing campaigns questioned woman “ does your man smell like a man?" or " do you want to your man smell like me?". The brand is trying to persuade women not just buy female body wash for men to use. The charming and sexy Old Spice Guy should be very powerful to influence women's purchase decision.
2, Postmodern moment disrupts dogma
One reason that Old Spice ads became so popular, I think, is that they are really different from common or traditional ads. They are full of imaginative scenes beyond people's imagination.
3, Marketing and (popular) culture are coterminous
Its marketing really incorporate with popular culture like social media culture. Old spice use tweeter, youtube, facebook to boost the brand. the Old Spice Guy answered his fans through these channels in a timely fashion.
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