old spice social media impact on marketing

OLD SPICE (SOCIAL MEDIA IMPACT ON MARKETING)

By Konstantin Kirov 10114067

Viktor Lakov 10114076

Milen Kostadinov 10114078

What is “Social Media”

Web based and mobile technologies Communities Organizations Individual interaction

A group of new kinds of online media

Classification

Community Social-networking Sites  Media Sharing Sites  Social Bookmarking Sites  Blogging Social Networks  Music Social Networks 

Community Social-networking Sites

Media Sharing Sites

Social Bookmarking Sites

Blogging Social Networks

Music Social Networks

Social media & Marketing Low initial costs of advertising Two-way relationships Quick spreading Collecting data through social media

Old Spice history

Prominent American brand Founded 1934 by the Shulton Company Acquired in 1990 by Procter & Gamble Saling ships = trademark

"If your grandfather hadn't worn it, you wouldn't exist."

Social Media Marketing Strategy

TV spots -> Twitter -> YouTube videos -> re-tweeted

Humorous 30-second YouTube videos

“A woman's man that was okay for men to love”

Why YouTube

People are very familiar with the ways of sharing it, liking it, and favoring it

Replying in video feels appropriate in relation to the prior TV ads

Keeping the allure and mystique of this guy alive

Facts and Figures

Facts and Figures

#1 most viewed sponsored channel on YouTube

236 million YouTube Views 80,000 Twitter followers in 2 days Facebook Interaction increased 800%

with the personalized videos

Sales figures increased by 107 %

Mano a Mano En El Baño

THE END