Product core digital assets Campaign website

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1 ASSIGNMENT: Integrated Marketing Campaign Assessment Description: Identify an integrated marketing campaign from a product that you really like and provide a comprehensive assessment based on criteria provided. Step 1: Research Research and identify a product that you feel demonstrates an integrated marketing campaign meaning the product (or product line) is promoted across multiple channels. Step 2: Campaign & Product Overview Product profile Name of product or product line Old Spice Product logo (s) [insert snip or jpeg] Product core digital assets Campaign website Facebook url Twitter url YouTube channel Other: List three competitor products Axe Degree Dove Men+Care Core competencies. What does this product do or provide better than its competitors? 1 Cater to men s exact needs/problems 2 Relate well with target audience (answers questions on Youtube) 3 Strong history of being quality, but has still evolved over time 4 Uses humor to sell products which appeals to their market 5 Use of former NFL player Isaiah Mustafa in commercials Target audience: What type of individuals buy and use this product? Specify core age, genders, socioeconomic status, etc. Target geography: What regions do they focus their promotions? If you do not year old males. They talk a lot about America and being American so their obviously trying to promote to the whole country, but also maybe target demographics in regions of

2 know specifically articulate how you came to learn about the product where or how did you first hear about it? the country that are typically known as more patriotic. I already knew this product existed, but I became more familiar with specific products through commercials. Campaign profile Campaign title Smell Like a Man, Man Campaign core digital assets Campaign website Facebook url Twitter url YouTube channel Other: Campaign does not have it s own website/ social media pages so these are the links to the company s pages Five campaign-specific key terms and phrases 1 The man your man could smell like 2 Anything is possible when your man smells like Old Spice and not a lady 3 Does your man smell like an Old Spice Man 4 Hello Ladies 5 Does your man look like me? No. Can he smell like me? Yes. Primary audience Females (buy the product for their boyfriend/husband) Secondary audience (if applicable) Males List all channels used for the campaign (check all that apply) X Website X Video or commercial Audio or radio X Social media X Print materials or billboards X Online ads X Print advertising Other: How would you define their campaign goals? What were they trying to achieve? They were trying to increase awareness/sales of their body wash and other products by appealing to women who sometimes buy products like that for the men in their lives. Using an attractive man as the face of the campaign draws women in and the message is if you buy Old Spice for your man, he ll be more like me.

3 Buyer persona (x2 audience types) A buyer persona profile is a short biography of the typical customer or member of the target audience. Buyer Persona 1 Buyer Persona 2 Age Gender Male Female What are his/her goals and aspirations? What are his/her problems or barriers? These are things like time, money, access What media do they rely on for answers to problems? (i.e. social media, traditional news, etc.) What words and phrases does the buyer use? What sorts of images and multimedia appeal to this person? To smell good all day Money, time Social media, commercials Man I need to get some, this smells so good dude Humor, ideal male image To have her man smell good The product is not for her, money Social media, commercials, print ads My boyfriend needs to get this. Or I will buy it for him Attractive men, abs/muscles, Brand attributes (logo, fonts, color scheme) Campaign logo (s) [insert snip or jpeg]. Note: If the campaign logo is the same as their product logo duplicate it in the space provided. Campaign Fonts Header Subheader Body Copy Copperplate gothic bold Lucida Handwriting Calibri Campaign Color Scheme Primary Secondary Accent Red White Blue

4 Brand platform for campaign Using the grid below, articulate how you would define the campaign s position, accountability to customers, unique selling points and personality. Brand position Brand promise Brand drivers Brand personality how a product s campaign is perceived in the minds of customers defines what customers should expect from the product based on campaign messages identifies what the product does better than anything else (Unique Selling Propositions) as articulated in campaign messages defines what a product stands for in the context of the campaign - the way it speaks, behaves, thinks, acts and reacts The product is the best and the best men use it. Your man can smell like the perfect man and it will make your life better. Men, if you buy this product women will love you. This product will make you smell the manliest over all other sprays/men s fragrances. The campaign sort of breaks men down so the product can build them back up. Campaign samples [place jpegs of images in the grid below] (Billboard Advertising) (Magazine Advertising) (TV/Commercial Advertising) (Magazine Advertising)

5 Step 3: Assessment ASSESSMENT QUESTION What I thought I knew why this product caught my attention Describe your overall impressions of the product. Do you use the product personally? What about this product inspired you to select it for this assignment? Describe your overall impressions of the campaign? Was it memorable? Do you feel it reached the intended audience in an effective way? Using the product and campaign as an example what do you feel were the benefits of the integrated campaign? Based on what you could find out about the campaign what aspects of the campaign were tactical vs. which aspects were strategic? After completing your research, what is one thing you learned about the product or campaign you did not know before? Or what did you learn about a competitor or other related topic? YOUR ASSESSMENT The product caught my attention because I thought the commercials were funny and I also think Old Spice has gotten more popular lately. I think it s a quality product, but I do not use the product personally. The product inspired me because I like the smell of it when my boyfriend wears it. I think it has a fresh but lasting scent so I wanted to research more about it. I think the Old Spice campaign is very memorable. When I think of a men s fragrance Old Spice comes to my mind first. I think they have been very effective in their commercials in leaving a lasting impression on everyone who watches it. The humor is just enough to get people to laugh but making sure to not offend anyone. I think they reached the intended audience perfectly, men in their 20 s want to purchase this product and women in their 20 s want their boyfriends to use this product. I think the benefits of the integrated campaign were that they are able to reach more people and receive more views. With their commercials they leave a lasting impression, and with their billboard ads, they do a great job to catch peoples attention with their almost inappropriate pictures. Same in their magazine ads, they were able to reach different audiences while still focusing on their target audiences. Tactical: They wanted their videos short and snappy, they wanted their videos to be quick and memorable. Another tactic they used was having the Old Spice guy responded to people s tweets and Facebook comments, in order to stay in the consumer s minds. Some strategic aspects of their campaign were that they wanted to spark up conversation between both men and women. Their campaign strategy was to use both traditional and social media advertising in order to increase sales, views, and followers. One thing we learned about Old Spice through our research is that Old Spice gained 80,000 twitter followers in just 2 days!!!