Old Spice is a men’s grooming brand targeted towards young adults. Old spice produces soap, deodorant, body wash, body spray and men’s fragrances. Since its founding in 1934, the brand has been well known for its quality men’s grooming products. However, after the introduction of their new product line of body washes, the company took a turn for the worst and started loosing customer interest and loyalty. In 2006 the company implemented a new advertising agency, Wieden+Kennedy in hopes of reestablishing the company’s consumer base.
In 2010 the company released the popular “Your Man Could Smell Like This” ad and grew into a cultural icon after their Super Bowl Ad that same year. Ever since, Old Spice has used social media as a means of engaging with consumers and creating a fan base like consumer following. The company uses a variety of social media platforms to engage with their audience.
Twitter has become a popular form of social media for the company. Old Spice combines YouTube into their Twitter interaction by sending personalized video responses to select tweets. These personalized tweets grab audience attention and expand their audience by responding to well known Twitter users such as Ellen DeGeneres and Ashton Kutcher. This twitter campaign has sparked conversation world wide due to the ability to retweet and share the YouTube video responses. Old Spice continues to be innovative and comical in their means of marketing on social media in order to keep the consumer attention within their target audience.
http://www.jeffbullas.com/2011/08/30/11-social-media-marketing-lessons-from-the-old-spice-campaign/
http://www.digitalbuzzblog.com/old-spice-twitter-social-video-replies/
Katie Stanton 