The Man Your Man Could Smell Like: Old Spice.
Old spice get’s engagement.
Not only did they launch a campaign that captured over 75% of the conversations in the category they folowed up by asking, “How can we engage more?”
They answered with 186 video responses to the conversations the “Man Your Man Could Smell Like” campaign inspired on the social platforms; Twitter, Face Book, Digg and the like. The videos were uploaded to the Old Spice You Tube Page. With in one day, the Old Spice page had over 5.9 million views , (more than President Obama). By day three there were over 20 million views and within 1 week the Old Spice videos had been viewed over 40 million times.
Engagement on twitter, facebook and all other social platforms was up from 2700-300%. Within 6 months the Old Spice, ” The Man Your Man Could Smell Like” campaign garnered over 1.4 billion impressions for the brand. Sales are up at Old Spice from 107% (in one 30 day period) -27% ( 6 month avg at time of video) and Old Spice is #1 body wash.
Engagement. Tribal Storytelling. Understanding your client. Understanding the gatekeeper and influencer. So now a few questions for marketers everywhere:
Whose your client? Client segments?
Who makes the purchasing decisions, who is the influencer for your products, services?
How might the gatekeeper or influencer’s wants and needs be different from the target client?
What is the gut feeling your brand, venture, company delivers when you do what you do best?
What is it that people are really purchasing when they purchase your product/service?
Where does your client, the gatekeeper or influencer hang out, spend their time online and in real life?
What is your client, gatekeeper, influencer saying on line about your product, about the competitors?
Who else is in this tribe; the one that cares about the big idea you represent, one that is inspired by the gut feeling your brand, company offers? And where is this bigger global tribe hanging out, what are they talking about and are you involved in the conversation?
The Old Spice, “Man Your Man Could Smell Like” campaign is evidence of the power of engaged, tribal storytelling and reviewal. Clients, gatekeepers and the influencer’s are the new advertising and promotion department. Online and empowered clients are editors, contributors and publishers. What type of storytelling tools have you created to tell your story? Is it easy for your tribe, clients, influencers, early adopters, gatekeepers to share your story? Does your message resonate with the emotional, gut feeling they really want? Are you talking in their language? How well do you know them, have you been listening?
Marketing is Engagement. It’s not a monlologue. Listen, respond, engage. Engaged, tribal, storytelling is the new advertising and promotion and it’s a dialogue, an engaged social conversation.
Thanks Old Spice for reminding us that the “advertising, promotion” is now called engagement.
Seattle Business Coach
425 218 5864
Here’s the link to the video overview of the campaign, for some reason I cannot embed it this am!