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Old Spice using social media to revitalise a brand
As consumer media consumption patterns are changing, CPG marketers are adjusting their marketing budgets to dovetail with shifting consumer audiences. As such, digital social media, e.g. Facebook, Reddit, and Twitter, have become more important to the marketing mix. Indeed, for many brands, social media has become their biggest relationship-marketing provider.
This blog entry focuses on two brands in the men’s personal care sector which have successfully integrated social media into their respective marketing campaigns, namely: Old Spice and King of Shaves.
The primary focus of this article is the Old Spice “Smell like a Man, Man” campaign, which has been hailed by some media commentators as the ultimate case study in viral and social-media marketing. The social media element of the campaign has been vital in rejuvenating the brand’s rather “old fashioned” image. Important contextual factors behind the success of the campaign have been the:
Find this interesting. For more, check out the MarketLine business Case Study Old Spice Case Study: Using Social Media to Revitalise a Brand. You may also check out our Buy Reports section for thousands of other company, industry & country analysis reports.