Old Spice has a history of having entertaining and playful copy. The digital campaign will come in the form of a "Manliest Man" challenge. Users will incorporate Facebook, Twitter, and Vine in the ultimate search for the “manliest man”. The challenge will be to take a six second Vine video that shows men doing a variety of things and share it on Facebook and Twitter. Ranging from the user’s own definition of “manly”, videos can range from physical tasks like chopping up wood or working on a car or users can go for the “aww” factor and show men playing with children.
The digital campaign will be catered toward women. It will encourage women to get their men involved in representing Old Spice via social media while simultaneously showcasing how their man is “the manliest”. The tagline will be: “When is your man manliest? Old Spice. For the manliest man.” The winner of the challenge will receive a variety of Old Spice products.
Over the past decade, men have become more invested in their hygiene and are now more open to trying new products. However, women still play an integral part in introducing men to self-care products. The target market in this campaign in women. Reaching these women is paramount in getting men to trial personal hygiene products, become interested in switching products, and to ultimately be brand loyal to Old Spice.
Although men are price sensitive, a key phase for getting men to trial a product is explicitly indicating that it is “for men”. The “manliest man” challenge will explicitly state that the product is for men. Old Spice is also a statement of masculinity, and this challenge will validate the user’s masculinity to others.
Tools and Tactics
The driving force behind this will be getting users to create content. The challenge will have a grand prize. The “manliest man” with the most views on Vine will win a variety of Old Spice products ranging from their deodorant to the body wash. In addition to this, the winner will be dubbed “the Manliest Man” and be showcased on the official Twitter, Facebook, and Vine accounts.
The goal of the campaign is to increase brand awareness and increase and maintain brand loyalty to Old Spice. By having users actively engage with the brand in a unique and interesting way, users will be motivated to stay with the brand while potential users will be intrigued by the campaign to trial Old Spice
KPI – Metrics
The timeline for this campaign will be 3 months. It will be important for the event to be long enough to be noticeable but not overdrawn. Our expected goals will be that Facebook, Twitter, and Vine followers increase by at least 10%.
Old Spice currently has 2,567,036 “likes” on Facebook; we will expect an additional 256,700 followers to “like” the Facebook page. They have 223,786 followers on Twitter and we expect approximately 22,300 increase in followers. Vine has 17,000 followers and we will expect to add at least 1,700 followers by the end of this campaign.
Facebook daily budget will be set at $1000 per day to maximize opportunity for page likes and website clicks. Over three months, this will cost $90,000. The Facebook page will have status updated every other day and people will be able to like, comment, and share material on the Facebook page.
Promoted tweets on Twitter will keep awareness high while the official page will be involved in retweeting content from users. We will aggressively campaign on Twitter as well to try and boost the level of followers. The budget will also be set at $1000 per day and will cost $90,000.
Budget:
Based on 2011 data, Old Spice's marketing budget is approximately $46.2 million. For this campaign, we predict that it will cost approximately $400,000 in agency costs and social media advertising. The Facebook daily budget will be set at $1000 per day to maximize opportunity for page likes and website clicks. Over three months, this will cost $90,000. The Facebook page will have status updated every other day and people will be able to like, comment, and share material on the Facebook page.
Promoted tweets on Twitter will keep awareness high while the official page will be involved in retweeting content from users. We will aggressively campaign on Twitter as well to try and boost the level of followers. The budget will also be set at $1000 per day and will cost $90,000.
Sending and organizing the materials for the grand prize will cost approximately $200 in goods and in shipping to the winner. All other costs will be compromised by agency costs for running the campaign. The campaign will include creative that and clever statuses and tweets to drive the campaign.
Summary
Old Spice has a huge opportunity to increase their digital presence. Old Spice has a record of reaching a wide audience with their clever and playful campaigns. This campaign will aim to be as far reaching as the wildly successful "Old Spice Man" commercials of 2010. The "Manliest Man" challenge backed by social media will drive users to align themselves with the brand. Women will be proud to call their man “the manliest” and will want to show that on Facebook and Twitter to their various friends and followers. This helps Old Spice’s image of being a fun and playful brand.
