Old Spice’s Social-Driven TV Campaign: A Case Study

Old Spice’s Social-Driven TV Campaign: A Case Study

Old Spice’s iconic “The Man Your Man Could Smell Like” campaign is a masterclass in blending TV advertising with the power of social media. Launched in 2010, this campaign showcased how integrating traditional and digital platforms could amplify brand reach and engagement, making Old Spice a benchmark in creative advertising.

The Challenge

Old Spice sought to revitalize its brand and appeal to a younger, more modern audience while maintaining its core customer base. The goal was to make an outdated product category—men’s grooming—relevant and engaging in a saturated market.

The Strategy

1. Compelling TV Commercials
   The campaign began with a high-impact TV ad featuring actor Isaiah Mustafa. The ad’s humor, quick pace, and absurdly creative concept immediately grabbed viewers’ attention, creating a buzz.
2. Social Media Integration
   Following the TV ad’s success, Old Spice extended the campaign to social media. The brand created a series of personalized video responses to tweets, comments, and questions from fans across platforms like Twitter, YouTube, and Facebook.
3. Seamless Cross-Platform Messaging
   The campaign’s success lay in its consistent messaging. Whether on TV or online, Old Spice maintained the same tone, humor, and aesthetic, ensuring that audiences could connect the dots regardless of where they encountered the brand.

Results

1. Massive Engagement
   • Within 24 hours, Old Spice responded to 186 fan queries with personalized videos.
   • The campaign became the most viewed on YouTube at the time, amassing over 40 million views in a week.
2. Increased Sales
   Sales of Old Spice products surged by 125% within six months of the campaign launch, proving that the social-driven TV strategy directly impacted revenue.
3. Cultural Impact
   The campaign transcended advertising to become a pop culture phenomenon, solidifying Old Spice as a household name for the younger demographic.

Lessons for Advertisers

1. Leverage TV’s Broad Reach
   TV advertising creates awareness and sets the tone for campaigns, offering a strong foundation to build upon.
2. Maximize Social Media’s Interactivity
   Combining TV with social platforms ensures not just reach but also engagement. Personalized content drives deeper connections with audiences.
3. Consistency Across Channels
   Unified messaging is critical for brand recall and trust. Ensure that your TV and digital efforts align seamlessly.

How MEDIADISCOVERYNG Can Help

At MEDIADISCOVERYNG, we specialize in crafting integrated campaigns that combine the broad impact of TV advertising with the precision and interactivity of social media. Let us help your brand replicate successes like Old Spice’s by creating campaigns that resonate across platforms.

Visit us today at MEDIADISCOVERYNG to discover how we can bring your brand to life on TV and beyond.