Smell Like a Man, Man|短视频|广告营销案例【ADGuider广告指南】

闻起来像个男人，男人

案例简介：描述活动/条目: “你的男人闻起来像的男人” 是为了让两性在一个低参与度的类别中谈论沐浴露，并让女士们相信只有老香料会帮助他们的男人真正闻起来像一个男人。这种综合努力结合了传统媒体 (电视和印刷) 一项开创性的互动努力，在 186 天的时间里，“你的男人闻起来像你的男人” 向粉丝记录了 1/2 条个性化的 YouTube 信息。这项工作将继续成为一种文化现象，并对底线产生巨大影响, 将销售额提高到创纪录水平，并将旧香料固化为男性沐浴露的第一品牌。给出一些关于这个活动/条目在客户和消费者方面有多成功的想法: 《你的男人闻起来像谁》的回归获得了超过 6亿的媒体印象。与此同时，“问题” 目前在 YouTube 上的点击率超过 1900万，而互动 “回应” 努力 (186 个视频) 的点击率超过 6000万。此外，“回应” 努力积累了一些令人印象深刻的统计数据: · 推特粉丝增加了 2700%。·Facebook 粉丝互动上升 800%。·Facebook 粉丝增加 60%。·Oldspice.com 流量增长 300%。·Old Spice 也成为 YouTube 上有史以来最受关注和最受订阅的品牌频道 -- 对于一个被认为是低参与度类别的品牌来说，不算太破旧。最后，综合努力对底线产生了巨大影响。高档沐浴露的单位销售额比前一年增加了一倍多，这有助于巩固旧香料作为男性沐浴露的第一品牌。描述活动/条目是如何在每个渠道中按照实施顺序启动和执行的。 “你的男人闻起来像一个男人”，在 6月的 2010年，他带着 “问题” 回来了: 一个 30 秒的电视节目，老调料人在里面烤蛋糕, 建造一个厨房，用摩托车潜入热水浴缸。这一判决在 YouTube 上首次亮相，后来在广播电视上推出，媒体购买的重点是接触夫妇。此后不久，“船” (一个 15 秒的电视广告) 和顶级国家杂志的印刷购买紧随其后。最后，互动努力于 7月启动，其中 “你的男人闻起来像” 利用 YouTube 实时回应他的粉丝。

闻起来像个男人，男人

案例简介：Describe the campaign/entry: "The Man Your Man Could Smell Like" was born to get the sexes talking about body wash in a low-involvement category and to convince ladies that only Old Spice will help their man truly smell like a man. This integrated effort combined traditional media (TV and print) and a groundbreaking interactive effort in which "The Man Your Man Could Smell Like" recorded 186 personalized YouTube messages to fans over the course of 2 1/2 days. The work would go on to become a cultural phenomenon and would have a huge impact on the bottom line, boosting sales to record levels and solidifying Old Spice as the #1 brand of body wash for men. Give some idea of how successful this campaign/entry was with both client and consumer: The return of "The Man Your Man Could Smell Like" received more than 600 million earned (free) media impressions. Meanwhile, "Questions" currently has more than 19 million hits on YouTube while the interactive "Response" effort (186 videos) has tallied more than 60 million hits. In addition, the "Response" effort racked up some impressive stats: · Twitter followers increased 2700%. · Facebook fan interactions went up 800%. · Facebook fans increased 60%. · Oldspice.com traffic increased 300%. · Old Spice also became the #1 All-Time Most Viewed and #1 Most Subscribed Branded Channel on YouTube—not too shabby for a brand in a supposedly low-involvement category. Finally, the integrated effort had a dramatic impact on the bottom line. Unit sales of premium body wash more than doubled from the previous year—an increase that helped to solidify Old Spice as the #1 brand of body wash for men. Describe how the campaign/entry was launched and executed across each channel in the order of implementation. "The Man Your Man Could Smell Like" returned in June of 2010 with "Questions,": a 30-second TV spot in which the Old Spice guy bakes a cake, builds a kitchen and swan-dives into a hot tub with a motorcycle. This execution debuted on YouTube and later rolled out on broadcast TV, with a media buy that focused on reaching couples. This was followed shortly thereafter by "Boat" (a 15-second TV commercial) and a print buy in top national magazines. Finally, the interactive effort launched in July, in which "The Man Your Man Could Smell Like" leveraged YouTube to respond to his fans in real-time.