BTEC level 3 Diploma in Business Name: Daniil Chernat Task D2
Unit number: Unit 9 Unit ttle: Promoton
D2) Evaluate an existnn natonal marketnn campainn.
The advertisement campaign which I will evaluate is by the company called Old
Spice and their product is a body wash for men. The Old Spice Company have spent
more than $10 million on TV adverts and Social Media. This is a huge amount of
money to invest in a campaign and the results were extremely successful.
The Old Spice company has achieved a lot of things in their promotion campaign. Its
exposure and mixture of promotional media was extremely successful. For
example, 'In the frst day, the Response Campaign generated 5.9 million YouTube
views, more than Obama’s victory speech had achieved in its frst 24 hours'. (http://
www.dandad.org/en/d-ad-old-spice-case-study-digital-marketing/) . This illustrates
how much YouTube impacted on the exposure of the Old Spice campaign.
In addition to that, 'Old Spice YouTube channel owned eight out of the 11 most
popular videos on the web at that time. By day three, views had risen to more than
20 million, a fgure that doubled within a week'. By reciving more then 20 million of
views on YouTube, Old Spice has achieved its promotional aim of rasing the profle
of a business and changing the image of the Old Spice products.
Also, Old Spice have promoted themselves through social media. “Old Spice's
Twitter followers increased by 2,700 percent while Facebook fans rose 800 percent
—from 500,000 to 800,000. Subscribers to the brand’s YouTube channel,
meanwhile, more than doubled, from 65,000 to 150,000'. This again shows the
success of their promotional campaign.
To fnish with, the sales were already on the rise following the launch of the frst
“Smell Like a Man, Man” ad. «However, the Response Campaign grew the brand
further, and by the end of July 2010 sales were up 125 percent year on year. By the
end of 2010, Old Spice had become the number one selling brand of body wash for
men in the United States». This demonstrates the positive impact of the campaign
on their sales.
The main disadvantage of the campaign was the cost of adverts. Below, you can
see how much Old Spice company has invested in their promotional campaign. In
total, it cost over 10.000.000 dollars. That is a huge amount of money to invest in
the campaign. However, this high cost was more than outweigh by the rise in sales
and the fact that Old Spice became the number one body wash for men in the
United States.
(http://
www.slideshare.net/FRIENDSAdvertising/old-spice-campaign-a-closer-look-8585997?next_slideshow=1)
Unit number: Unit 9 Unit ttle: Promoton
D2) Evaluate an existnn natonal marketnn campainn.
The advertisement campaign which I will evaluate is by the company called Old
Spice and their product is a body wash for men. The Old Spice Company have spent
more than $10 million on TV adverts and Social Media. This is a huge amount of
money to invest in a campaign and the results were extremely successful.
The Old Spice company has achieved a lot of things in their promotion campaign. Its
exposure and mixture of promotional media was extremely successful. For
example, 'In the frst day, the Response Campaign generated 5.9 million YouTube
views, more than Obama’s victory speech had achieved in its frst 24 hours'. (http://
www.dandad.org/en/d-ad-old-spice-case-study-digital-marketing/) . This illustrates
how much YouTube impacted on the exposure of the Old Spice campaign.
In addition to that, 'Old Spice YouTube channel owned eight out of the 11 most
popular videos on the web at that time. By day three, views had risen to more than
20 million, a fgure that doubled within a week'. By reciving more then 20 million of
views on YouTube, Old Spice has achieved its promotional aim of rasing the profle
of a business and changing the image of the Old Spice products.
Also, Old Spice have promoted themselves through social media. “Old Spice's
Twitter followers increased by 2,700 percent while Facebook fans rose 800 percent
—from 500,000 to 800,000. Subscribers to the brand’s YouTube channel,
meanwhile, more than doubled, from 65,000 to 150,000'. This again shows the
success of their promotional campaign.
To fnish with, the sales were already on the rise following the launch of the frst
“Smell Like a Man, Man” ad. «However, the Response Campaign grew the brand
further, and by the end of July 2010 sales were up 125 percent year on year. By the
end of 2010, Old Spice had become the number one selling brand of body wash for
men in the United States». This demonstrates the positive impact of the campaign
on their sales.
The main disadvantage of the campaign was the cost of adverts. Below, you can
see how much Old Spice company has invested in their promotional campaign. In
total, it cost over 10.000.000 dollars. That is a huge amount of money to invest in
the campaign. However, this high cost was more than outweigh by the rise in sales
and the fact that Old Spice became the number one body wash for men in the
United States.
(http://
www.slideshare.net/FRIENDSAdvertising/old-spice-campaign-a-closer-look-8585997?next_slideshow=1)
