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Response Campaign

基本信息
行业: 美容与健康
媒体:推广与活动
投放:美国
语言:英语
风格: Minimalism
说明cnen
'The Man Your Man Could Smell Like' made a big splash in early 2010, but we wanted to use that success to have a more direct, engaging conversation with fans. The result was the 'Response' campaign, an experiment in real-time branding in which the Old Spice Guy personally responded to fans online. Over 186 messages were created in just over two-and-a-half days of production; the work went on to record more than 65 millions views, making it one of the fastest growing and most popular online campaigns in history.

Describe the brief from the client:
"The Man Your Man Could Smell Like" became a cultural phenomenon in 2010 but we wanted to leverage this success to have a more direct, engaging conversation with our current fans. Our strategy was to communicate to consumers, media and online influencers in a unique and personalized way. The brief posed the question, "what channels: digital, social, direct, traditional make the most sense to bring this to life?".
Creative Execution:
It was the first time that a brand persona delivered one to one personalized messages directly to consumers. The campaign was created to create a conversation; this was an organic extension of that conversation.
Describe the creative solution to the brief/objective.
Our idea was to develop a two days interactive event in which “The Man Your Man Could Smell Like” personally responded to fans on YouTube in real-time. Instead of using traditional direct marketing channels, we decided to leverage social media so that our hero could interact with both existing and new fans on a more personal, intimate basis. By allowing customers to opt-into the story through comments on Twitter, YouTube, Facebook, etc, we were able to create content that would make people feel compelled to share with their friends and extend the reach of the campaign. Initial targets were selected for their existing narrative with the Brand; influencers that had written about, tweeted or posted online articles about 'Old Spice'. This included pop media outlets, covering Isaiah Mustafa's rising stardom for his portrayal of the Old Spice Guy. Targets were proprietarily ranked in order of affinity, overall influence and frequency of mentions. Video scripts were written, produced and dropped off as YouTube URL's on the channel their mention of 'Old Spice' originated from. This ranged from commenting back on their blog articles, responding to their original tweets or dropping the responses into their owned communities (such as Digg, owned by target Kevin Rose). It's important to note that after the first wave of pre-shot responses, 2 more days of live responses were created with over 70% personalized for non-influential consumers and fans of the Brand.
Describe the results in as much detail as possible.
'Response' would go on to become one of the most popular interactive campaigns of all time. Building Relationships • 300M direct consumer mentions of ‘Old Spice’ online • Twitter followers increased 2700% • Facebook fan interactions increased 800% • Facebook fans increased 60% • Oldspice.com traffic increased 300% • Old Spice became the #1 All-Time Most Viewed and #1 Most Subscribed Branded Channel on YouTube Views/Impressions · 40MM YouTube views in less than a week · 200MM impressions on Twitter alone ROI The “Response” campaign was produced/promoted for less than $250M but earned an equivalent of $9MM in free media.


Results and Effectiveness:
The “Response” campaign would go on to become one of the most popular interactive campaigns of all time. Building Relationships • 300K direct consumer mentions of “Old Spice” online • Twitter followers increased 2700% • Facebook fan interactions increased 800% • Facebook fans increased 60% • OldSpice.com traffic increased 300% • Old Spice became the #1 All-Time Most Viewed and #1 Most Subscribed Branded Channel on YouTube Views and Impressions • 40MM YouTube views in less than a week • 200MM impressions on Twitter alone • 600MM in earned (free) media impressions
Creative Execution:
The answer? Have "The Man Your Man Could Smell Like" like post custom video responses to his fans. In two and a half days, we filmed 186 video responses, starting with fans who had already commented about the campaign including well-known and influential people like Perez Hilton and Ellen DeGeneres. These initial video responses went live across all of Old Spice’s social media channels and, along with a Twitter promoted trend, fuelled widespread interest in the campaign and elicited even more comments from fans. For the next two days we pulled from real time questions on twitter, Facebook, reddit and more and posted real time responses on YouTube.
Insights, Strategy and the Idea:
“The Man Your Man Could Smell Like” debuted in 2010 and quickly became a sensation. Originally created to spark a conversation between men and women about Old Spice body wash, the campaign helped to revive this once “tired” brand and created a whole new generation of fans. By July of 2010 the Old Spice guy was a cultural phenomenon. On the heels of this overwhelming success an encore performance was a no brainer. But Old Spice wanted something more engaging. How could "The Man Your Man Could Smell Like" have a conversation with his fans on a more intimate, personal level?
制作信息
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后期制作:
其他职位:Arrangement: Lime Studios
Ep: Sue Troyan
Special Effects / VFX: The Mill

Programmer: Trent Johnson, John Cohoon
奖项
戛纳国际创意节 2011
金奖 直效
Strategy
戛纳国际创意节 2011
银奖 媒介应用
Use of Media
D&AD 2011
黄铅笔 数字广告
Digital Solutions & Use of Social Media
D&AD 2011
黄铅笔 广告文案
Writing for Film Advertising
D&AD 2011
提名 数字广告
Web Films
The One Show 2011
金铅笔 体验性广告
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