...University of World and National Economy Department: Economics in English STUDENT PAPER Topic: Old Spice (Social Media Impact on Marketing) Year 2012 Content 1 What is Social Media 2 2 Classification of social media 3 3 How does social media work 4 4 Why is social media so popular 5 5 Social media and marketing 6 6 Old Spice – the Company 7 7 Marketing Strategy 8 8 The beginning of “Smell like a man, man!” campaign 9 8.1 It’s not about Social 10 8.2 Define the right strategy before defining the digital agenda 11 8.3 Leave room for experimentation, even failure 11 9 The Post-Old-Spice principles of social media marketing 11 9.1 Create a persona that is strong and on point 11 9.2 Seed social networks with invitations to interact 12 9.3 Engage the engaged, the famous and the influencers 12 9.4 Personalize the response and people will compete for inclusion 13 9.5 Make it episodic and easy to share 13 9.6 Keep the videos simple and short 13 9.7 Promote it with tie-ins offline 14 10 Conclusion 14 11 Sources 15 What is Social Media It is a revolutionary way of communicating with the audience. It includes web based and mobile technologies, making communities, organizations and individuals interact. Social media is defined by Michael Haenlein and Andreas Caplan as: "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated...
Words: 6133 - Pages: 25
...POSITIONING STATEMENT FOR “OLD SPICE” The “Smell like a Man, Man” campaign: The “Smell like a Man, Man” campaign is an advertising campaign in the United States created by ad agency Widen + Kennedy for the brand “Old Spice”. Old Spice is a division of Procter & Gamble that offers a product line of men’s grooming products, including antiperspirant, deodorant, body wash, body spray, and fragrance which consists of cologne and after shave at a cheap price. Its main brand competitors in the market are Axe, Gillette and Dove for Men. In recent years there has been a huge hype to social media for means of marketing and advertising for many companies. Old Spice is a perfect example of this. The “Smell like a Man, Man” campaign, featuring the handsome “Old Spice Guy” (former NFL wide receiver Isaiah Mustafa) was launched just prior to the 2010 Superbowl and quickly became a viral video sensation. The ad was one of the most talked about commercials and helped to boost Old Spice sales during a period of intense competitive activity. This campaign wasn’t only about television ads, but involved also social media like Facebook and Twitter, where Old Spice invited customers could submit questions to be answered personally by the Old Spice Guy. Youtube was also in the game, this happened because nearly 200 personalized video responses to the questions were created and posted on YouTube, including those to Ashton Kutcher, Alyssa Milano and ABC anchor George Stephanopoulos, creating...
Words: 1951 - Pages: 8
...Writing & Rhetoric March 27, 2013 Old Spice Advertisements are a powerful thing. They persuade the reader to think what they want them to think, want what they want them to want and believe what they want them to believe. When a company produces a commercial, their main goal is to get their product they are showcasing to sell. According to BusinessDictionary.com, advertising is, “the activity or profession of producing information for promoting the sale of commercial products or services”. Old Spice is a prominent American brand of male hygienic products. The first Old Spice product was intended for women, introduced in 1937. Old Spice for men followed in 1938. The first advertisement I chose was published in 1945 the advertisement shows a man’s shaving kit with the logo “FOR THAT AMERICAN FEELING OF WELL BEING”. The second advertisement I chose was published in 2010 this advertisement is for a man’s deodorant with the logo “Residue is Evil STOP IT”. The Old Spice advertisements capture men by reaching out to their needs and giving them the ideal of what they should smell like. The first advertisement is focused mainly on the product, which is the first thing you notice when you look at this advertisement. The top half of the backdrop is black, which allows the product to standout. The products are displayed staggered. In the top left corner you see two bright red boxes with the white bottles of Old Spice Talcum for men and Old Spice After- Shave Lotion in front of them...
Words: 900 - Pages: 4
...Old Spice is an American brand of male grooming products. It is manufactured by Procter & Gamble, which acquired the brand in 1990 from Shulton, Inc. Shulton, Inc., the original producer of Old Spice, was founded in 1934 by William Lightfoot Schultz. History The men's products were dominated by shaving soap and aftershave lotion, marketed with a nautical theme. Sailing ships in particular were used as a trademark. The original ships used on the packaging were the Grand Turk and the Friendship. Other ships used on Old Spice packaging include the John Wesley, Salem, Birmingham, Maria Teresa, Propontis, Recovery, Sooloo, Star of the West, Constitution, Java, United States, and Hamilton. In an attempt to gain market share in the competitive bar soap business, a field...
Words: 388 - Pages: 2
...A Comparison and Contrast of Gender Stereotypes in Advertising According to a study conducted in 2005 by Nielsen Media Research, the average American watches over four hours of television per day and 25% of that hour is comprised of advertising. This gives advertising companies a captive audience to include men, women, young, and old. Turn on the children’s channels and there are ads for juice boxes and the newest toy; turn on the sport network and there are advertisements for beer and beef jerky; turn on the entertainment channel and there will be advertisements for feminine products and shampoo that make claims to leave hair voluminous and shiny. While both men and women are subject to product advertising, it can be expected that the advertising companies use general gender stereotypes to line their pockets and sell products. Simply turn on the television for 20 minutes and you will likely find a plethora of advertisements that use gender stereotyping. Now, take for instance the following scenario, “Girl’s Night Out”, a common tradition for young women in their 20’s and 30’s. Get the girls together and hit the town on a Friday night; dawn a new pair of stilettos and a cute skirt and off to the bar for some cocktails! The women are grouped together; catching up on the latest gossip and here approaches the token tall, dark, and handsome man to steal away hearts. Sounds like the picture perfect evening out. Isn’t this what every 20 or 30-something, single woman’s dreams...
Words: 1051 - Pages: 5
...MASLOW Maslow presented the hierarchy needs everyone needs to live a life. Those needs cover physiological, safety, self-esteem, love and self-actualization needs. There are advertisements which explain these needs very well. Everyone needs to fulfill their needs in order to live a satisfied life. The following are the advertisements which introduce the Maslow’s needs of hierarchy using subliminal messages. There was a cheerios ad on TV which emphasized on Maslow’s hierarchy needs of physiological need. The ad started off with a lady seeing her friend by a clothes drop off place. She came up to her and said that she had lost a lot of weight and was looking really good. The friend then replied with saying she’s getting rid of her old clothes because their too big for her. That she lost weight due to cheerios whole grain cereal, and then they show the facts behind people losing weight by eating this cereal. It was used to motivate the customer by persuading them if they eat their product they will lose weight. Many people have a weight problem and are trying to find easy and inexpensive solution and they catch a person’s eye with their advertisement. Another ad which highlights Maslow’s hierarchy safety needs was the ad of “Is your money safe?” A couple was at the bank to cash out their retirements funds, and the lady comes back with a load of blank paper saying here’s your money. The couple looks at the blank papers in disbelief and had a disappointed look on their faces...
Words: 1309 - Pages: 6
...earned money. Advertising reinforces particular gender norms. Through an analysis of a case study of anti-aging cream aimed towards women, this paper will argue that all advertising fundamentally plays on dominant ideologies to make people believe that in order to be “normal” or “successful”, they must buy product X. In particular, it will focus on how dominant norms surrounding masculinity and femininity are encouraged. These norms suggest what is considered an acceptable male and female appearance. It will also focus in particular on gender norms which female attractiveness is above all else, while men are valued for their other characteristics. The following case study is on the analysis of women and the use anti-aging products. Growing old is a way of life, but for women in modern society it is a grim reality, the aging process cannot be stopped, but thanks to anti-aging adverts, it leaves the impression that the aging process can be slowed down. Today there are several...
Words: 1237 - Pages: 5
...Branding Strategy- Name, Logo, Slogan and Product Extension Café Italia is a family owned Italian restaurant, located in the China Town area of Washington, DC. We serve every Italian dish on our menu that our customers desire. Majority of our client base are families that live near by that are looking for that great authentic taste, whether it’s for lunch, dinner or even late night (Some items are excluded). We have extended our hours during the busiest nights of the week, Thursday through Sunday for those who are out late having a night on the town. During those nights we offer a specialty meal (at a discounted rate); kind of like an introduction to a dish we are considering putting on the menu to see what types of reviews it will receive from our customers. We strive on being the best Italian restaurant in the area; our slogan is “A taste of Italy in your backyard.” Here is our logo: Café Italian plans to expand by opening multiple restaurants in the most popular areas. Our next plan is to locate a spot in the City of Arlington, VA and taking suggestions for other potential locations. Please visit our site at www.cafeitalia.com and join our fan page for a chance to be a part of our potential franchise. Brand Strategy Cafe Italia cooks every dish from scratch. Nothing we use is store bought, or frozen. All of our ingredients are grown in my parent’s garden in Italy and shipped to us pretty regularly to include our spices. This puts us at an advantage...
Words: 935 - Pages: 4
...get. …they’re so conditioned that they practically can’t help behaving as they ought to behave” (Huxley 220). To find an example of such conditioning in today’s society, one needs to look no further than seemingly innocuous holiday cookie commercials: the herb and spice company McCormick & Company employs a few techniques used by Edward Bernays himself in their commercials. The company’s slogan is “the flavor of together,” and its advertisements often feature a mother and young daughter baking or decorating cookies together. The marketing shifts away from the actual product, the spices, and instead markets the mother and daughter’s happiness and close-knit bond. The commercial appeals to the sentimentality of its viewers, and the name “McCormick” then becomes associated with the values and emotions shown in the commercial. This is an excellent and subtle example of classical conditioning, as used in Brave New World. With its use in advertisements, conditioning correlates with consumerism. In the World State, consumerism has reached such an extreme that it is integral to the lives of individuals in society. It is constantly encouraged- for anything from the purchase of new clothes, rather than the mending of old ones, to the deliberate complication of childhood games to require excess materials and apparatuses for the manufacturing industry’s sake. It is most prominently encouraged in the use of soma, a hallucinogenic drug that has “all the advantages of alcohol and Christianity;...
Words: 884 - Pages: 4
...Evolution Principle of Marketing Final Project Presenting a marketing plan for launching our new product “EVOLUTION” the body spray in Pakistan for men. 2015 1/1/2015 Evolution Principle of Marketing Final Project Presenting a marketing plan for launching our new product “EVOLUTION” the body spray in Pakistan for men. 2015 1/1/2015 Submitted to: Ali Raza Noor. Submitted by: Aniq Malik. Awab Abbasi. Submitted to: Ali Raza Noor. Submitted by: Aniq Malik. Awab Abbasi. We would like to express my special thanks of gratitude to our teacher (Ali Raza Noor) who gave us the golden opportunity to do this wonderful project, which also helped us in doing a lot of Research and we came to know about so many new things we are really thankful to him. Secondly we would also like to thank our parents and friends who helped us in finalizing this project. We would like to express my special thanks of gratitude to our teacher (Ali Raza Noor) who gave us the golden opportunity to do this wonderful project, which also helped us in doing a lot of Research and we came to know about so many new things we are really thankful to him. Secondly we would also like to thank our parents and friends who helped us in finalizing this project. Contents Executive Summary 3 PRODUCT OVERVIEW 5 Current Market Situation 5 Market situation for Evolution 5 Market Description 5 Marketing Description for Evolution 6 Product Review 7 Evolution with...
Words: 2905 - Pages: 12
...Girl Power: Patriarchy in Sheep’s Clothing Welcome to Harvard Law School Graduation: a pert, slender blonde wearing bright pink lipstick and a mortarboard is giving the graduation address; her classmates leap up to applaud her as the camera focuses on her darkly handsome boyfriend. Beautiful! Fabulous! What, you wonder, is this girl’s story? Her story lies in the plot of the 2001 movie Legally Blonde, a pink and fluffy spectacular starring Reese Witherspoon. Reese plays Elle Woods, who decides to follow her ex-boyfriend to Harvard Law after their breakup. A fashion design major, Elle hits the books pretty hard to get decent scores on her LSATS, even missing parties – and then hires a professional to film her in a soft-core porn admissions video, focusing on Elle floating in a cool blue pool wearing a tiny pink bikini. Lo and behold, it wows the white, middle-aged male admissions board, and Elle goes on to take campus by storm. And there’s good reason Elle makes such a splash: she turns out to be he only beautiful girl at Harvard. All the rest of the girls there spend their time studying and doing nothing else; they are dull, boring, and above all, unpretty. These smart women do anything but have fun. Most of them blur into one bespectacled, intellectual image, but there’s one young woman among them who is even worse than dull – our token Feminist. She has dreadlocks and a defensive attitude, talks about nothing but political rallies and is, of course, a...
Words: 1743 - Pages: 7
...ADVERTISEMENT 1: (Petrović 2012) ‘’LE BEAU MALE’’ by Jean Paul Gaultier has been designed in such a way that it targets exclusively men. This new fragrance is mostly for men who are aged around 25 to 40 years old. Containing a dose of freshness and ingredients which make men become seductive and powerful, this new creation has been conceived for romantic men who like to spice up their lives (Petrović 2012). People dress up in such a way that it reflects their personalities (Lamb, Hair and McDaniel 2013, 132).Therefore, it can be said that men corresponding to this profile will be willing to buy this perfume. Men aged 25 to 40 years old have been targeted because the price of the perfume is quite high. Adolescents or young adults will not be able to afford this perfume and it will not be appropriate for people above 40 years old onwards. ‘’LE BEAU MALE’’ corresponds mainly to working men who perceive themselves as being handsome, smart, successful , attractive and who have a certain status to maintain. Moreover, the endorsement by Jean Paul Gaultier is a pure sign of status. Fashion conscious men who are usually attracted by luxury products would most probably buy this particular flacon. It can be seen from advertisement one that men have been targeted and that the perfume has been designed in a luxurious manner. Additionally, it is young married couples or divorced men without children who would be tempted by this new cologne as these people are already earning...
Words: 1685 - Pages: 7
...McDonald's 13. "Because you're worth it" - L'Oreal 14. "The happiest place on Earth" - Disneyland 15. "The ultimate driving machine" - BMW 16. We move the world. – DHL 17. Time to make the doughnuts. - Dunkin Donuts 18. The best a man can get. – Gillette 19. The power of dreams. – Honda 20. Solutions for a small planet. – IBM 21. Share moments. Share life. KODAK 22. Finger-lickin’ good! – KFC 23. Melts in your mouth, not in your hands. - M&Ms 24. Your potential. Our passion. Microsoft 25. Do the Dew. - Mountain Dew 26. Just do it. – Nike 27. At the heart of the image.- Nikon 28. Enjoy the ride. – Nissan 29. Connecting people. – Nokia 30. The mark of a man. – Old Spice 31. "Ideas for Life" – Panasonic 32. For those who think young. – Pepsi 33. The taste of a new generation. – Pepsi 34. Eat fresh. – Subway 35. Expect more. Pay less. – Target 36. Takes a licking and keeps on ticking. – Timex 37. Choose freedom. – Toshiba 38. Get the feeling. – Toyota 39. Always low prices. Always. - Wal-Mart 40. Let your fingers do the walking. – Yellow pages 41. It’s the real thing. – Coke 42. "Know How" – Canon 43. "Get More out of Now" – Dell 44. "Taking...
Words: 764 - Pages: 4
...INTRODUCTION KFC (the name was originally an initialize for Kentucky Fried Chicken) is a fast food restaurant chain that specializes in fried chicken and is headquartered in Louisville, Kentucky, in the United States. It is the world's second largest restaurant chain (as measured by sales) after McDonald's, with 18,875 outlets in 118 countries and territories as of December 2013. The company is a subsidiary of Yum! Brands, a restaurant company that also owns the Pizza Hut and Taco Bell chains. KFC was founded by Harland Sanders, an entrepreneur who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders identified the potential of the restaurant franchising concept, and the first "Kentucky Fried Chicken" franchise opened in Utah in 1952. KFC popularized chicken in the fast food industry, diversifying the market by challenging the established dominance of the hamburger. By branding himself as "Colonel Sanders," Harland became a prominent figure of American cultural history, and his image remains widely used in KFC advertising. However, the company's rapid expansion saw it overwhelm the ageing Sanders, and in 1964 he sold the company to a group of investors led by John Y. Brown, Jr.and Jack C. Massey. KFC was one of the first fast food chains to expand internationally, opening outlets in the United Kingdom, Mexico, and Jamaica by the mid-1960s. Throughout the 1970s and 1980s, KFC experienced mixed fortunes domestically...
Words: 2957 - Pages: 12
...1. (TCO B) Your company has developed a new educational electronic game. Your target market is 4-6 year old children. What research methods would you use to test this product concept? Choose at least three methods that you believe will provide valuable information, and describe your research strategy. (Points: 22) Our company has developed a new educational electronic game that is targeted to children age 4-6 years old. The following research methods will be used in order to test the product among the targeted consumer market. the company will use a combination of observational research, Internet surveys research and personal interviews. Observational research will be collected in order to see the human component this will show how children will be interacting with the product. The researcher will enter the situation and observe the behavior while recording the data. Several observers will work at the same time to establish inter-observer reliability this will reduce bias as to one point of view. By watching these physical inter-actions, the observer can better understand how the product will be perceived and how consumers will use it. This knowledge will lead designers to improve the product as well as answer a variety of research questions. Internet survey research will be gathered from the parents of children ages 4 to 6 years old, this data will reveal their preferences and beliefs and essentially how they feel about educational electronics games. The survey will...
Words: 2392 - Pages: 10
