Old Spice Promo, Case study SMELL LIKE A MAN, MAN! by Wieden + Kennedy Portland

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Industry Skin Care, Hygiene & Personal Care Products
Media Promo & PR, Case study
Market United States
Agency Wieden + Kennedy Portland
Creative Director Jason Bagley, Eric Baldwin
Art Director Craig Allen
Copywriter Eric Kallman
Producer Erin Goodsell
Released February 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE BODY WASH
Date of First Appearance: Feb 5 2010 12:00AM
Entrant Company: WIEDEN+KENNEDY, Portland, USA
Media Director: Lawrence Teherani-Ami (Wieden+Kennedy)
Group Media Director: Bill Morgan (Wieden+Kennedy)
Global Broadcast Buying Director: Tom Winner (Wieden+Kennedy)
Associate Media Director: Kerry Antos (Wieden+Kennedy)
Associate Media Director: Lisa Christy (Wieden+Kennedy)
Associate Director National Buying: Patrick Mauro (Wieden+Kennedy)
Media Supervisor: Kristy Fulwider (Wieden+Kennedy)
Broadcast Buying Supervisor: Laura Pistone (Wieden+Kennedy)
Media Planner: Kyle Bingham (Wieden+Kennedy)
Assistant Media Planner: Pashington Obeng (Wieden+Kennedy)
Assistant Media Planner: Lisa Feldhusen (Wieden+Kennedy)
Assistant Broadcast Buyer: Jamie DiLeo (Wieden+Kennedy)
Creative Director: Jason Bagley (Wieden+Kennedy)
Creative Director: Eric Baldwin (Wieden+Kennedy)
Copywriter: Eric Kallman (Wieden+Kennedy)
Art Director: Craig Allen (Wieden+Kennedy)
Producer: Erin Goodsell (Wieden+Kennedy)
Senior Strategic Planner: Britton Taylor (Wieden+Kennedy)
Account Director: Jessica Monsey (Wieden+Kennedy)
Account Executive: Diana Gonzalez (Wieden+Kennedy)
Media placement: Paid Search - Google, YouTube, Ask, AOL - 5 February 2010
Media placement: TV - One :30 Spot; One :15 Spot - LOST, American Idol, Daytona 500, NBA All Star Game, The Simpsons, Olympics, 24, - 8 February 2010
Media placement: Digital - Banners, Video, Rich Media - Google, ESPN, Yahoo, Facebook, YouTube, Flixster, Hulu, Etc. - 8 February 2010
Media placement: Cinema - One :30 Spot - National, PG-13 & R Rated Movies - 12 February 2010

Results and Effectiveness
The Old Spice SMELL LIKE A MAN, MAN campaign has been a huge success! Campaign Results: - 9.5MM total online video views of the Old Spice spot - 10X the YouTube views of the Dove for Men Super Bowl spot - 76% Old Spice share of blog/twitter/forum conversations Jan-Apr 2010 - 170MM free PR impressions (Oprah, Ellen, ESPN, etc.) Sales Results: - 55% increase in unit sales of Old Spice premium Red Zone body wash - 15% increase in total body wash dollar sales - 4 point growth in Old Spice body wash share

Creative Execution
The solution was an Old Spice message that resonated with both guys and ladies. A sly, integrated media strategy was deployed around the Super Bowl to take advantage of the public’s heightened fascination with advertising at the time of the big game. The Old Spice commercials first appeared online, seeded with Old Spice fans on Facebook, Twitter and the Old Spice YouTube channel. Paid search was implemented next, gobbling up hundreds of search terms related to Super Bowl advertising hype and driving people to view the Old Spice spot. The Old Spice campaign full-on TV and Digital launch began immediately after the Super Bowl. High impact TV placements on Lost, American Idol, and the Olympics got couples talking. While a series of Digital homepage takeovers built the Old Spice campaign to Super Bowl-like levels of exposure. Finally, the media strategy extended into Cinema for Valentine’s Day weekend.

Insights, Strategy & the Idea
Old Spice practically invented the category of body wash for men. As the men's body wash category grew, lots of brands like Dial, Irish Spring and Suave entered and tried to get their piece of the pie. When it was announced that one of the largest female personal cleansing brands, Dove, would launch a “for men” line of body wash, Old Spice was especially concerned. A huge success among legions of women, Dove stood to win big if it could also bring guys into the fold. Compounding the threat, Dove planned to launch their new “for men” line of body wash with a 45" spot during Super Bowl XLIV. With no intention of going head-to-head with a Super Bowl ad of their own, Old Spice was determined to find a way to outsmart Dove for Men and steal away the thunder of their Super Bowl XLIV launch platform.