So the smartest thing old Spice ever did was sell to women.

they sold to the wrong person Old Spice they sold to the wrong person Old Spice they sold to the wrong person So by 2009 they were actually losing this whole universe the fantasy the attractiveness the whole vibe And Old Spice was over here known as your grandpa's deodorant So of course they have this problem How do you appeal to this younger generation? Well they hired Wieden and Kennedy to fix this Yep the agency behind just do it and what they found broke this entire category open that 60% of men's bodywash wasn't even bought by men They were not the ones busting out their wallet They were just the guy in the shower using the product every single grooming brand in America was actually talking to the guy But it turns out that the person who was actually buying the product was the woman They held on to that insight and flipped things around The man your man can smell like Old Spice Hello ladies But through this gorgeous charismatic objectively ridiculous man on a horse See she gets the sense that her man could smell and look like this dude but in a funny way And he watches and laughs his butt off because it's absurd and genuinely funny I mean it works for everyone in the room at the exact same time then they do something that truly makes this thing go viral Dove MEN + CARE that they bought Super Bowl airtime Dové Super Bowl Play Scores With Men Old Spice knew that they couldn't compete with this kind of budget but they still found a way to steal the show Okay so they made one bet If the ad was good enough it wouldn't matter when it ran they dropped it on YouTube before the game and by kickoff the most @BlueDragonGaming 11 years ago That moment when you realize you want to watch an ad on YouTube @christianhouse3975 9 years ago You know an ad is phenomenal when people voluntarily choose to watch it 60 million times. talked about ad of the weekend Then right after the game when everyone was still debating what ad was the best They ran it again on TV so at this point they caught two waves of the attention And they never paid for a single second It never ran during the game although it felt like it did But then they did something that would just push this thing into the stratosphere They did reactive marketing before What is reactive marketing? Reactive marketing involves creating and publishing content that reacts to news or current events. It's usually done via social media but it can be presented in a range of mediums. The key difference between reactive marketing and a typical marketing strategy is that posts can't be planned and are created spontaneously. They're unplanned posts that capitalize on unexpected events,circumstances or larger stories. reactive marketing was even a thing They put Isaiah Mustafa in a room with a camera and had him respond to fans on Twitter in real time 1 186 videos filmed posted 10-15 minutes of the original comment 10-15 minutes Think about that kind of speed for a second. Now of course sales doubled and then tripled and by 2010 they were the number one men's grooming brand in America and the most viewed brand channel on YouTube Now what's funny is that the product never actually changed It was the same body wash with the same scent The only difference was the question that they asked who actually buys this And it turns out it was never the guy