So what is the real key to creating campaigns that resonate with consumers? Rob Rose of iMedia Connection looks at some of the unnoticed work Wieden + Kennedy put in to make Old Spice’s campaign a success, and teaches brands some important lessons in the process. The first thing he emphasizes is the fact that Old Spice didn’t reach social media stardom overnight. Instead, it took three years of tweaking to achieve the perfect combination of satire, swagger and dialogue. Take a look at Old Spice’s progression, starting in 2007.
This level of patience is important for brands looking to make a mark in the digital community. Wieden + Kennedy kept retooling their ads as consumer responded, allowing them to create a hybrid campaign that combined the best elements of their previous videos. Brands that want to be online need to accept that it sometimes requires a long-term investment.
That brings us to the second key lesson: digital campaigns also require offline investments. Although the Old Spice phenomenon started online, to take it mainstream Wieden + Kennedy made key investments in traditional media. According to Nielsen Monitor-Plus, Old Spice spent approximately $54 million on media in 2006. In 2007 Nielsen estimated approximately $80 million in media spend. It’s a safe assumption that the media buy for 2009 and 2010 was in the hundreds of millions of dollars (Rose). This mass exposure created the level of exposure Old Spice needed to fuel “The Response Campaign” that fed off consumer responses from Twitter, Facebook and other online outlets.
Finally, Old Spice is continuing to evolve. In his recent Q&A session, Rich Silverstein said, “Agencies will never stop pitching, whether you don’t have the account or you’ve had it for ten years.” This sentiment also has important implications for brand-consumer relations. Brands that don’t evolve as popular culture changes will cease to be relevant. Alternatively, brands that constantly strive to connect with consumers in new ways, tap into cutting-edge trends and play on the insights they discover will build long-term brand equity. Those that don’t will become passing fads.
Rose, Rob. (2010). 3 things you don’t know about Old Spice’s success. iMedia Connection. Retrieved from http://www.imediaconnection.com/content/27462.asp.