SOCIAL MEDIA ANALYSIS OF OLD SPICE MARKETING

STILL RIDING ON THE MAN

YOUR MAN COULD SMELL LIKE?

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CONVERSATIONS ABOUT COMMERCIALS

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Why is this so compelling?

Deodorants are typically a low involvement category. Beyond the interests of hygiene and smelling good, they are not thought to require much research, conversation or debate.

Looks like Old Spice is out to change that.

Almost half of all global conversations revolved around its marketing and commercials alone- quite a feat for any marketing department!

Note: Data consists of global mentions referencing Old Spice. All data was obtained using webfluenz systems.

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TOP OLD SPICE COMMERCIALS ON SOCIAL MEDIA

3Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.

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TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION?

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There was no specific thing or part in this commercial that was talked about by a significant number of consumers, except that it featured the “Old Spice man”.

It seems like this campaign is riding solely on his, or possibly Isaiah Mustafa’s, popularity.

4. The Australia – New Zealand launch

Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.

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Targeted at Indian social media users and shot in Hindi, post release, it quickly went viral.

Viewers said they loved it because they either thought Milind Soman was drool-worthy, or how funny it was.

3. Mantastic Man

TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION?

5Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.

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A dejected football star takes a whiff of his deodorant and subsequently forgets all his troubles, finding himself in a tropical island paradise. A typical commercial would end there.

Instead the camera pans out, showing Komodo Dragons eating (said footballer) Wes Welker’s legs. This moment, the unexpectedness and silliness of it, was what social media loved most.

2. Lizards

TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION?

6Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.

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The viral success of this campaign is evident, its buzz volumes giving stiff competition to the newer ones even today.

Social media loves how funny the “Old Spice man” is, and their favourite part is the unanticipated climax, “I’m on a horse”.

1. The Man Your Man Could Smell Like

TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION?

7Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.

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It’s evident what’s working for Old Spice : humour and surprise.

• It’s found a niche – the new commercials are young and fun, steering clear of its previous association with being “old” and “grandfatherly”.

• In a smart move, it’s also making jokes about being old, and using that to sell a separate “Classic” product line (“If your grandfather hadn’t worn it, you wouldn’t exist”).

• What it’s also pushing, is the association with being manly (“smell like a man, man!”),while avoiding any resemblance to Axe’s (owned by P&G’s biggest competitor,Unilever) brand identity of being sexy and provocative.

~ Read more about how to use humour in your content here ~

SUMMARY: WHAT CAUGHT CONSUMER ATTENTION?

8Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.

www.webfluenz.com 9Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.

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• Terry Crews, whose last commercial for the brand was in back in May’13, came second in terms of volume. Videos of his commercials were shared and “liked”, especially “Muscle Music”, with a few even asking when his next ad was coming out.

• Popularity around Milind Soman picked up rapidly after the Mantastic Man commercial was launched.

• Most importantly (and surprisingly) the “Old Spice man” Isaiah Mustafa lagged behind. Though mentions of the “Old Spice man” itself topped those for Wes Welker, only a small proportion of these talked about Isaiah, the man behind it.

This can be taken as a good sign for the brand, an indication that these campaigns are not riding on his celebrity status alone (unlike Wes Welker and Terry Crews), but have managed to increase recall for the brand itself.

POPULAR CELEBRITIES: KEY INSIGHTS

10Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.

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SENTIMENT ANALYSIS: SOCIAL MEDIA REACTIONS

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Interestingly, the biggest proportion of negativity stemmed from factors that also drove high positivity –

Highly positive sentiment, on account of social media finding the commercials funny and entertaining.

• Wes Welker’s legs being eaten by Komodo Dragons. People talked about not understanding this, or finding it “weird”.

• Similar trend was seen with Milind Soman’s commercials – opinions were polarizing – the same thing was loved by some, and hated by others.

Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.

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THE GENDER DIFFERENCE

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• Seems natural that the volume of male authors talking about the commercials would be more than the female.

• However though men had three timesmore volume, they also liked the commercials slightly less – their positivity is lower and negativity higher.

• Given that the most influential would have an Impact Score from 7 to 10, an avg. score of 4.8 means that these mentions had considerable effect on their social circles.

• Influence was a key factor in the success of Man Your Man Could Smell Like campaign as well. The social media questions replied to were handpicked for maximum impact.

Female

Male

negativeneutralpositive

THE ADVANTAGE OF INFLUENCERS

We’re looking at who’s written those comments, what their influence is and what comments have the most potential for helping us create new content.

Quote by Iain Tait, Creative Director at Wieden + Kennedy, the agency that spearheaded the project. Link to Source.

Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.

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RECOMMENDATIONS: WHAT NEXT?

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Based on the analysis, here’s what we think Old Spice needs to keep in mind –

• Success of the Man Your Man Could Smell Like campaign draws attention to all else the “Old Spice man” does (commercial for the Australian launch, which had no specific topics of discussion).Guaranteed social media interest in him should not let complacency creep in.

• Humour and surprise are working, but these are qualities hard to attain, especially once consumers start expecting it of the brand. Old Spice needs to work hard to ensure freshness and originality in all marketing.

• The same factor simultaneously drawing high positivity and negativity (Wes Welker’s legs being eaten / reactions to Milind Soman) shows humour is subjective, personal and contextual. The brandneeds to consistently striking the right chord, with the right people.

For example, the introduction of Milind Soman in India was an attempt to engage a dissimilar audience demographic. What remains to be seen is if this version of the “Old Spice man” becomes as legendary as Isaiah Mustafa’s, and if the humour clicks!

• The influence of celebrities (recall for Wes Welker / Terry Crews commercials) is undeniable. The brand should consider more such campaigns, with celebrities doing funny, unexpected things.

• Social approval by women is said to influence men’s purchase decisions. The brand is undoubtedly aware of this – the Man Your Man Could Smell Like campaign was directed at women. Given that conversations by women are now less than one third of that by men, it needs to do more to encourage and engage them.

Note: All data was obtained using webfluenz systems.

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