SlideShare une entreprise Scribd logo
1  sur  18
Télécharger pour lire hors ligne
how an aging icon
pwned the internet



        ...and some other SXSW takeaways
The History

Started 75 years ago, by a nautical fetishist
Getting killed, follow Right Guard!
Axe enters the market, functional < emotional
Getting killed, follow Axe!
Wieden + Kennedy takes over...
W+K’s Work

First spot - when she sweats
Can’t compete with Axe on sex.
Develop a sense of humour for the brand
That was six years ago.
How an aging icon pwned the internet
W+K’s Work

First spot - when she sweats
Can’t compete with Axe on sex.
Develop a sense of humour for the brand
That was six years ago.


The sense of humour reel
How an aging icon pwned the internet
SXSW INSIGHT #1 -
ITERATIVE, “OVERNIGHT”, SUCCESS


Iterative process - try, measure,
improve, try again.

Evolve your brand.

“Advertising is not the thing
that you do, it’s the story of
the things you’ve done.”
The Man Your Man Could
Smell Like Campaign
Team was briefed 48 hours before client
presentation.
Super Bowl spot...targeted at women.
Thought they had a radio script.
What if he just does everything he says?
I’m on a horse?
How an aging icon pwned the internet
SXSW INSIGHT #2 -
DONʼT COUNT TV OUT YET


We just might not call it TV
Social TV - Birth of the front channel
Media spends are coming down.
    Media...there is no other industry in
    the world where people are given so
    much money with so few qualifications
    to spend it.

Ubiquity of screens - “TV” is going to be
everywhere
YouTube Answer Campaign

“It’s too simple”
They talked to influencers AND average
joes.
How an aging icon pwned the internet
SXSW INSIGHT #3 -
SEEK SERENDIPITY


Serendipity: an aptitude for making
desirable discoveries by accident.
You’ve got to be there.
Brands need to try new things.
But be smart about it.
How Did They Make It
Happen          2 Strat’s




                                                            Camera
                                                                         Set
Selling it to the client




                                           6 Editors
    •They did the math.




                                           + 1 QA
                                                                     4 Writers
Modest budget
    •186 videos, 2 shoot days, $200,000
Organization + small team = win
    •See diagram
Nerds + planning = double win
    •They hired nerds. Actual ones: 4Chan & Reddit styles
    •Found everyone that already posted about the tv spot
    •Built a custom application to manage the workflow
SXSW Insight #4 - Stay simple and
nimble


Leverage technologies people are already
using, the way they are using them.
Simplify, simplify, simplify.
One simplify would have sufficed.
What helped them succeed
Traditional Media
Letting go
   •The laptop carousel
   •One take
Clients
   •Sign a pre-nup.
Alyssa Milano
   •Had a backup plan “Talk to the Old Spice Guy”
Why haven’t they continued
to engage people?
It’s okay to have a community that’s like
your oldest friend
You want to continue to delight people
Straight up, it’s a resource issue
SXSW INISIGHT #5 -
BRAND JOURNALISM IS NOT CUSTOMER
SERVICE


Maybe a cereal doesn’t need a Facebook
page. BUT...
Brands need to at least be listening
The Chrysler story - their fault for not
being authentic
People might one day actually like

Contenu connexe

Similaire à How an aging icon pwned the internet

AMP SXSW Presentation
AMP SXSW PresentationAMP SXSW Presentation
AMP SXSW PresentationNick Bamber
 
Anonymous Incorporated: Organized Unauthorized Selling- What Happens When the...
Anonymous Incorporated: Organized Unauthorized Selling- What Happens When the...Anonymous Incorporated: Organized Unauthorized Selling- What Happens When the...
Anonymous Incorporated: Organized Unauthorized Selling- What Happens When the...Channel IQ
 
Beat the Odds eBook
Beat the Odds eBookBeat the Odds eBook
Beat the Odds eBookA.J. Riedel
 
Corporate Social Networking
Corporate Social NetworkingCorporate Social Networking
Corporate Social NetworkingAndy Hadfield
 
2016 Social Media Trends Chattanooga Apartment Association
2016 Social Media Trends Chattanooga Apartment Association2016 Social Media Trends Chattanooga Apartment Association
2016 Social Media Trends Chattanooga Apartment AssociationAnsley Sudderth
 
30 Social Media Ideas in 30 Minutes [ Ragan Social Media Summit - June 11, 20...
30 Social Media Ideas in 30 Minutes [ Ragan Social Media Summit - June 11, 20...30 Social Media Ideas in 30 Minutes [ Ragan Social Media Summit - June 11, 20...
30 Social Media Ideas in 30 Minutes [ Ragan Social Media Summit - June 11, 20...Kenny Lauer
 
How to Land Big Corporate Campaigns and Keep Them Coming Back - Will Chen
How to Land Big Corporate Campaigns and Keep Them Coming Back - Will ChenHow to Land Big Corporate Campaigns and Keep Them Coming Back - Will Chen
How to Land Big Corporate Campaigns and Keep Them Coming Back - Will ChenPhilip Taylor
 
Nick week 6 postgrad 2013
Nick week 6 postgrad 2013Nick week 6 postgrad 2013
Nick week 6 postgrad 2013Nick McGivney
 
Cracking the Customer Acquisition Nut
Cracking the Customer Acquisition NutCracking the Customer Acquisition Nut
Cracking the Customer Acquisition NutPascal Rettig
 
Teaching in the new digitized world - how will digital change what and most i...
Teaching in the new digitized world - how will digital change what and most i...Teaching in the new digitized world - how will digital change what and most i...
Teaching in the new digitized world - how will digital change what and most i...Antti Mäki
 
Entrepreneur to author
Entrepreneur to authorEntrepreneur to author
Entrepreneur to authorJacqui Pretty
 
Your Ad Here De-mystifying the Business of Media and Advertising
Your Ad Here De-mystifying the Business of Media and AdvertisingYour Ad Here De-mystifying the Business of Media and Advertising
Your Ad Here De-mystifying the Business of Media and Advertisingmediaman64
 
Preview of your ad here
Preview of your ad herePreview of your ad here
Preview of your ad heremediaman64
 
Stop writing stories, start validating working software
 Stop writing stories, start validating working software Stop writing stories, start validating working software
Stop writing stories, start validating working softwareMatthew Philip
 

Similaire à How an aging icon pwned the internet (20)

AMP SXSW Presentation
AMP SXSW PresentationAMP SXSW Presentation
AMP SXSW Presentation
 
Anonymous Incorporated: Organized Unauthorized Selling- What Happens When the...
Anonymous Incorporated: Organized Unauthorized Selling- What Happens When the...Anonymous Incorporated: Organized Unauthorized Selling- What Happens When the...
Anonymous Incorporated: Organized Unauthorized Selling- What Happens When the...
 
SXSW interactive 2013
SXSW interactive 2013SXSW interactive 2013
SXSW interactive 2013
 
Beat the Odds eBook
Beat the Odds eBookBeat the Odds eBook
Beat the Odds eBook
 
Corporate Social Networking
Corporate Social NetworkingCorporate Social Networking
Corporate Social Networking
 
2016 Social Media Trends Chattanooga Apartment Association
2016 Social Media Trends Chattanooga Apartment Association2016 Social Media Trends Chattanooga Apartment Association
2016 Social Media Trends Chattanooga Apartment Association
 
5 Key Hacks for Breakthrough Innovation
5 Key Hacks for Breakthrough Innovation5 Key Hacks for Breakthrough Innovation
5 Key Hacks for Breakthrough Innovation
 
30 Social Media Ideas in 30 Minutes [ Ragan Social Media Summit - June 11, 20...
30 Social Media Ideas in 30 Minutes [ Ragan Social Media Summit - June 11, 20...30 Social Media Ideas in 30 Minutes [ Ragan Social Media Summit - June 11, 20...
30 Social Media Ideas in 30 Minutes [ Ragan Social Media Summit - June 11, 20...
 
30 ideas in 30 minutes with Kenny Lauer of GPJ
30 ideas in 30 minutes with Kenny Lauer of GPJ30 ideas in 30 minutes with Kenny Lauer of GPJ
30 ideas in 30 minutes with Kenny Lauer of GPJ
 
How to Land Big Corporate Campaigns and Keep Them Coming Back - Will Chen
How to Land Big Corporate Campaigns and Keep Them Coming Back - Will ChenHow to Land Big Corporate Campaigns and Keep Them Coming Back - Will Chen
How to Land Big Corporate Campaigns and Keep Them Coming Back - Will Chen
 
Nick week 6 postgrad 2013
Nick week 6 postgrad 2013Nick week 6 postgrad 2013
Nick week 6 postgrad 2013
 
Craig Rodney: Cerebra ETAS15
Craig Rodney: Cerebra ETAS15Craig Rodney: Cerebra ETAS15
Craig Rodney: Cerebra ETAS15
 
Martin Agency Book
Martin Agency BookMartin Agency Book
Martin Agency Book
 
Cracking the Customer Acquisition Nut
Cracking the Customer Acquisition NutCracking the Customer Acquisition Nut
Cracking the Customer Acquisition Nut
 
Teaching in the new digitized world - how will digital change what and most i...
Teaching in the new digitized world - how will digital change what and most i...Teaching in the new digitized world - how will digital change what and most i...
Teaching in the new digitized world - how will digital change what and most i...
 
Entrepreneur to author
Entrepreneur to authorEntrepreneur to author
Entrepreneur to author
 
Crowdfunding
CrowdfundingCrowdfunding
Crowdfunding
 
Your Ad Here De-mystifying the Business of Media and Advertising
Your Ad Here De-mystifying the Business of Media and AdvertisingYour Ad Here De-mystifying the Business of Media and Advertising
Your Ad Here De-mystifying the Business of Media and Advertising
 
Preview of your ad here
Preview of your ad herePreview of your ad here
Preview of your ad here
 
Stop writing stories, start validating working software
 Stop writing stories, start validating working software Stop writing stories, start validating working software
Stop writing stories, start validating working software
 

Dernier

KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDELiveplex
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfJamie (Taka) Wang
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxUdaiappa Ramachandran
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?IES VE
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 

Dernier (20)

KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptx
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
20150722 - AGV
20150722 - AGV20150722 - AGV
20150722 - AGV
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 

How an aging icon pwned the internet

  • 1. how an aging icon pwned the internet ...and some other SXSW takeaways
  • 2. The History Started 75 years ago, by a nautical fetishist Getting killed, follow Right Guard! Axe enters the market, functional < emotional Getting killed, follow Axe! Wieden + Kennedy takes over...
  • 3. W+K’s Work First spot - when she sweats Can’t compete with Axe on sex. Develop a sense of humour for the brand That was six years ago.
  • 5. W+K’s Work First spot - when she sweats Can’t compete with Axe on sex. Develop a sense of humour for the brand That was six years ago. The sense of humour reel
  • 7. SXSW INSIGHT #1 - ITERATIVE, “OVERNIGHT”, SUCCESS Iterative process - try, measure, improve, try again. Evolve your brand. “Advertising is not the thing that you do, it’s the story of the things you’ve done.”
  • 8. The Man Your Man Could Smell Like Campaign Team was briefed 48 hours before client presentation. Super Bowl spot...targeted at women. Thought they had a radio script. What if he just does everything he says? I’m on a horse?
  • 10. SXSW INSIGHT #2 - DONʼT COUNT TV OUT YET We just might not call it TV Social TV - Birth of the front channel Media spends are coming down. Media...there is no other industry in the world where people are given so much money with so few qualifications to spend it. Ubiquity of screens - “TV” is going to be everywhere
  • 11. YouTube Answer Campaign “It’s too simple” They talked to influencers AND average joes.
  • 13. SXSW INSIGHT #3 - SEEK SERENDIPITY Serendipity: an aptitude for making desirable discoveries by accident. You’ve got to be there. Brands need to try new things. But be smart about it.
  • 14. How Did They Make It Happen 2 Strat’s Camera Set Selling it to the client 6 Editors •They did the math. + 1 QA 4 Writers Modest budget •186 videos, 2 shoot days, $200,000 Organization + small team = win •See diagram Nerds + planning = double win •They hired nerds. Actual ones: 4Chan & Reddit styles •Found everyone that already posted about the tv spot •Built a custom application to manage the workflow
  • 15. SXSW Insight #4 - Stay simple and nimble Leverage technologies people are already using, the way they are using them. Simplify, simplify, simplify. One simplify would have sufficed.
  • 16. What helped them succeed Traditional Media Letting go •The laptop carousel •One take Clients •Sign a pre-nup. Alyssa Milano •Had a backup plan “Talk to the Old Spice Guy”
  • 17. Why haven’t they continued to engage people? It’s okay to have a community that’s like your oldest friend You want to continue to delight people Straight up, it’s a resource issue
  • 18. SXSW INISIGHT #5 - BRAND JOURNALISM IS NOT CUSTOMER SERVICE Maybe a cereal doesn’t need a Facebook page. BUT... Brands need to at least be listening The Chrysler story - their fault for not being authentic People might one day actually like

Notes de l'éditeur

  1. \n
  2. \n
  3. \n
  4. \n
  5. \n
  6. \n
  7. \n
  8. \n
  9. \n
  10. \n
  11. \n
  12. \n
  13. \n
  14. \n
  15. \n
  16. \n
  17. \n
  18. \n