SOCIAL MEDIA ANALYSIS OF OLD SPICE MARKETING

STILL RIDING ON THE MAN

YOUR MAN COULD SMELL LIKE?

CONVERSATIONS ABOUT COMMERCIALS

Almost half of all global

conversations revolved around its

marketing and commercials alone

- quite a feat for any marketing

department!

Why is this so compelling?

Deodorants are typically a low involvement category. Beyond the interests of hygiene
and smelling good, they are not thought to require much research, conversation or
debate.
Looks like Old Spice is out to change that.

Note: Data consists of global mentions referencing Old Spice.

All data was obtained using webfluenz systems.

www.webfluenz.com

TOP OLD SPICE COMMERCIALS ON SOCIAL MEDIA

Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.

www.webfluenz.com

TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION?

4. The Australia New
Zealand launch

There was no specific thing or part in this commercial that was talked about by a
significant number of consumers, except that it featured the Old Spice man.
It seems like this campaign is riding solely on his, or possibly Isaiah Mustafas,
popularity.

Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.

www.webfluenz.com

TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION?

3. Mantastic Man

Targeted at Indian social media users and shot in Hindi, post release, it quickly went viral.
Viewers said they loved it because they either thought Milind Soman was droolworthy, or how funny it was.

Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.

www.webfluenz.com

TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION?

2. Lizards

A dejected football star takes a whiff of his deodorant and subsequently forgets all his
troubles, finding himself in a tropical island paradise. A typical commercial would end there.
Instead the camera pans out, showing Komodo Dragons eating (said footballer) Wes
Welkers legs. This moment, the unexpectedness and silliness of it, was what social
media loved most.

Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.

www.webfluenz.com

TOP COMMERCIALS: WHAT CAUGHT CONSUMER ATTENTION?

1. The Man Your Man
Could Smell Like

The viral success of this campaign is evident, its buzz volumes giving stiff competition to
the newer ones even today.

Social media loves how funny the Old Spice man is, and their favourite part is
the unanticipated climax, Im on a horse.

Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.

www.webfluenz.com

SUMMARY: WHAT CAUGHT CONSUMER ATTENTION?

Its evident whats working for Old Spice : humour and surprise.
Its found a niche the new commercials are young and fun, steering clear of its
previous association with being old and grandfatherly.
In a smart move, its also making jokes about being old, and using that to sell a
separate Classic product line (If your grandfather hadnt worn it, you wouldnt exist).
What its also pushing, is the association with being manly (smell like a man, man!),
while avoiding any resemblance to Axes (owned by P&Gs biggest competitor,
Unilever) brand identity of being sexy and provocative.
~ Read more about how to use humour in your content here ~

Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.

www.webfluenz.com

Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.

www.webfluenz.com

POPULAR CELEBRITIES: KEY INSIGHTS

Terry Crews, whose last commercial for the brand was in back in May13, came
second in terms of volume. Videos of his commercials were shared and
liked, especially Muscle Music, with a few even asking when his next ad was
coming out.

Popularity around Milind Soman picked up rapidly after the Mantastic Man commercial
was launched.
Most importantly (and surprisingly) the Old Spice man Isaiah Mustafa lagged
behind. Though mentions of the Old Spice man itself topped those for Wes
Welker, only a small proportion of these talked about Isaiah, the man behind it.
This can be taken as a good sign for the brand, an indication that these campaigns
are not riding on his celebrity status alone (unlike Wes Welker and Terry
Crews), but have managed to increase recall for the brand itself.
Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.

www.webfluenz.com

10

SENTIMENT ANALYSIS: SOCIAL MEDIA REACTIONS

Highly positive sentiment, on

account of social media finding the

commercials funny and entertaining.

Interestingly, the biggest proportion of negativity stemmed from factors that

also drove high positivity
Wes Welkers legs being eaten by Komodo
Dragons. People talked about not
understanding this, or finding it weird.
Similar trend was seen with Milind Somans
commercials opinions were polarizing the
same thing was loved by some, and hated by
others.
Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.

www.webfluenz.com

11

THE GENDER DIFFERENCE

Seems natural that the volume of male
authors talking about the commercials
would be more than the female.

Male

Female

negative
neutral
positive

However though men had three times

more volume, they also liked the
commercials slightly less their
positivity is lower and negativity higher.

THE ADVANTAGE OF INFLUENCERS

Given that the most influential would have
an Impact Score from 7 to 10, an avg. score
of 4.8 means that these mentions had
considerable effect on their social circles.

Were looking at whos written those

comments, what their influence is and
what comments have the most potential
for helping us create new content.

Influence was a key factor in the success of

Man Your Man Could Smell Like campaign as
well. The social media questions replied to
were handpicked for maximum impact.

Quote by Iain Tait, Creative Director at Wieden

+ Kennedy, the agency that spearheaded the
project. Link to Source.

Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.

www.webfluenz.com

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RECOMMENDATIONS: WHAT NEXT?

Based on the analysis, heres what we think Old Spice needs to keep in mind
Success of the Man Your Man Could Smell Like campaign draws attention to all else the Old
Spice man does (commercial for the Australian launch, which had no specific topics of discussion).
Guaranteed social media interest in him should not let complacency creep in.

Humour and surprise are working, but these are qualities hard to attain, especially once consumers
start expecting it of the brand. Old Spice needs to work hard to ensure freshness and originality in all
marketing.
The same factor simultaneously drawing high positivity and negativity (Wes Welkers legs being
eaten / reactions to Milind Soman) shows humour is subjective, personal and contextual. The brand
needs to consistently striking the right chord, with the right people.
For example, the introduction of Milind Soman in India was an attempt to engage a dissimilar audience
demographic. What remains to be seen is if this version of the Old Spice man becomes as legendary
as Isaiah Mustafas, and if the humour clicks!
The influence of celebrities (recall for Wes Welker / Terry Crews commercials) is undeniable. The
brand should consider more such campaigns, with celebrities doing funny, unexpected things.
Social approval by women is said to influence mens purchase decisions. The brand is
undoubtedly aware of this the Man Your Man Could Smell Like campaign was directed at
women. Given that conversations by women are now less than one third of that by men, it needs to
do more to encourage and engage them.
Note: All data was obtained using webfluenz systems.

www.webfluenz.com

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