Old Spice Marketing Campaign Going Strong

It has been an exciting year and a half for Old Spice and Wieden+Kennedy after winning awards, breaking records and increasing sales with their latest marketing campaign. This innovative campaign has been a viral success and placed the brand back on the map.  After premiering in the 2010 Superbowl with the now famous “The Man You Could Smell Like” commercial, Old Spice became the leading brand for men’s body wash.

Isaiah Mustafa, otherwise known as the Old Spice Guy, is a large part of the campaign’s success. His wittiness and chiseled features appealed to women in the masses and as a result drew men to their products. His videos drew in 110 million views for the brand and helped make their product appealing for a younger audience once again. Brands and advertisers alike are amazed by the campaign’s success and have been trying to imitate its strategy and technique. 

Advertisements in television and, most especially, online videos made up the bulk of the campaign. What differentiated Old Spice from other brands using these same mediums was their follow-up strategy. Mustafa responded directly to fans, bloggers, celebrities and Twitter influencers with videos answering their questions or comments with his witty humor. This strategy showed how important fans and customers were to the brand, and reinforced the brand’s image. However, the campaign hasn’t just created buzz, but has also increased sales. The brand experienced a 107% increase in sales only five months after the start of the campaign!

The brand’s latest strategy challenged Mustafa’s position by introducing Fabio as the new Old Spice Guy. This sparked confusion and annoyance with consumers online who favored Mustafa.  However, the audience played directly into the brand’s hands. Old Spice wanted to incite a reaction out of the audience and was prepared for the backlash against Fabio. They presented the idea of a duel between the two mascots. They interacted with the audience through social media and online videos, asking them to vote for their favorite Old Spice Guy. This strategy worked brilliantly, generating 22 million views for the brand compared to 34.6 million views on the original video!

This campaign is an excellent example of fresh marketing. We admire how this brand remained fresh in the eyes of its customer! Innovation keeps companies fresh! If you’re interested in seeing similar results, call the experts at King Media. We will provide fresh thinking on how to present your company’s best face to the world!

Get Noticed: The Importance of an Effective SEO Strategy

With the ever-growing popularity of search engines such as Google, Yahoo and Bing, companies have realized the tremendous opportunities available through Search Engine Optimization, or SEO.  While the concept of SEO is not new, more and more companies are now turning to experts to employ effective SEO strategies to boost their websites to the top of search engine results.

SEO is much more than a few terms and phrases used to rank a website in a customer’s search results.  When used correctly, SEO has the power to improve a website’s online presence, generate traffic to a site, make potential customers aware of a company’s products and services, and, ultimately increase revenue for the company.  This is achieved by utilizing a collection of online processes; perhaps one of the most influential being social media.

Social media is a valuable tool to improve your SEO and get noticed.  Search engines are now recognizing Facebook pages, blog posts and YouTube videos in search results, and linking a website to one’s social media sites will help to gain some “link equity”, according to successsign.com.  However, the presence of a Facebook page or a Twitter account does not automatically mean you will see an increase in traffic to your website.  Just as effective SEO strategies go beyond thinking up simple terms and phrases, social media will only be a helpful tool if one puts in the necessary work.

Successful SEO starts with extensive research.  Websites with good SEO are ones with carefully selected terms and phrases that are not only relevant to a consumer’s search, but are also useful to what the customer is looking for.  Choosing the right keywords to improve your SEO can set you apart from other websites and competitors.  Experts research what keywords would be most beneficial to drive traffic to your website and how often they need to be updated.  It is important to always stay on top of your respective field and what consumers are looking for so your keywords can stay up to date and relevant.

With the staggering amount of people around the world that utilize search engines, your company is missing out on opportunities for potential customers and increased revenue by not taking advantage of SEO.  Using SEO incorrectly will lead to your website blending in with the rest, while the right moves will allow your company to stand out.  If you are ready to take advantage of all that SEO can offer your company but do not know where to begin, call the experts at King Media.  In addition to our own website, we have also improved SEO on many of our clients’ websites, including Moore Trosper, White Glove Tours and Inspired Home.  If you want results, give us a call.  We can implement strategies that will allow your website to get noticed like never before!