2. INTRODUCTION
Lancée en 2010, la campagne «Smell like a man, man» aussi nommée
«The man your man could smell like» est commandée par Old Spice dans un
contexte de crise. En effet les ventes de la marque sont en chute libre et on
lui associe une image de marque dépassée et ringarde.
Old Spice fait alors appel à l’agence Wieden + Kennedy pour créer une
campagne afin de rajeunir l’image de la marque pour faire face à la
concurrence (principalement celle d’AXE).
L’agence créer donc un premier spot publicitaire qui devait au départ se
suffire à lui même. Cependant le spot devient viral et les réactions sur les
réseaux sociaux se multiplient, notamment de la part de célébrités comme
Alyssa Milano, Oprah ou encore Ellen Degeneres.
L’équipe marketing a alors l’idée de filmer de petits spots de vidéo pour
répondre à certains commentaires facebook ou tweets. C’est à ce moment
que la campagne devient transmedia, en offrant la possibilité d'interagir avec
la marque à travers plusieurs supports.
Forte de cette expérience, souvent citée comme cas marketing exemplaire, la
marque s’engage aujourd’hui de plus en plus dans l’intéractivité de ses
campagnes (jeu iPhone, application de création musicale en touchant les
différents muscles du Old Spice Guy, duel entre Isaiah et Fabio (un européen
qui prétendait être la nouvelle égérie de la marque)...)
J’étudierais ici la campagne de 2010 dans son ensemble en essayant d’en
démontrer la dimension transmedia et son articulation.

6. SOURCES
Sources écrites :
Bhargava, Rohit. "Why The "Old Spice Guy" Might Be The Perfect Branding Campaign." Web log
post. Influential Marketing Blog. N.p., 16 July 2010. Web. 19 Jan. 2013. <http://
www.rohitbhargava.com/2010/07/why-the-old-spice-guy-might-be-the-perfect-branding-
campaign.html>.
Borden, Mark. "The Team Who Made Old Spice Smell Good Again Reveals What's Behind
Mustafa's Towel." Fast Company. Mansueto Ventures LLC, 14 July 2010. Web. 19 Jan. 2013.
<http://www.fastcompany.com/1670314/team-who-made-old-spice-smell-good-again-reveals-
whats-behind-mustafas-towel>.
Dougherty, Megan. "Old Spice, New Market: Surviving the Death of a Customer Base [CASE
STUDY]." Firepole Marketing Blog. Value Greater Than Cost, 1 May 2012. Web. 19 Jan. 2013.
<http://www.firepolemarketing.com/2012/05/01/old-spice/>.
Entrepreneur.com. "7 Social Media Marketing Lessons You Should Learn From The Old Spice
Man." Business Insider. Business Insider, Inc, 16 July 2010. Web. 19 Jan. 2013. <http://
www.businessinsider.com/7-social-media-marketing-lessons-we-learned-from-the-old-spice-
man-2010-7>.
Gonda, Rob. "The Old Spice Social Media Campaign Stats." Rev. of The Man Your Man Could
Smell Like Campain. Web log post. Rob Gonda. N.p., 15 July 2010. Web. 19 Jan. 2013. <http://
www.robgonda.com/2010/07/15/the-old-spice-social-media-campaign-stats/>.
Metelerkamp, Mike. "Old Spice Campaign Case Study." Web log post. Mike Metelerkamp. N.p.,
n.d. Web. 19 Jan. 2013. <http://www.mikemet.com/old-spice-campaign-case-study/>.
Newman, Caroline. "Innovative Online Campaigns Case Study: Old Spice Response Videos."
Weblog post. Your Guide To Online Flight For Business Growth. Otto Pilot Media, 19 Mar. 2012.
Web. 19 Jan. 2013. <http://info.ottopilotmedia.com/blog/bid/120744/Innovative-Online-
Campaigns-Case-Study-Old-Spice-Response-Videos>.
Rowe, Sarah. "Old Spice Case Study." Web log post. Zones of Social Media Marketing. N.p., n.d.
Web. 19 Jan. 2013. <http://zonesofsmm.wordpress.com/old-spice-case-study/>.
Small, Simon. "Old Spice Campaign Case Study." Web log post. Who Is in Control of Your Brand.
N.p., 12 Aug. 2010. Web. 19 Jan. 2013. <http://from.simontsmall.com/index.php/2010/08/12/old-
spice-campaign-case-study/>.
Tucker, Ken. "That Great Old Spice TV Ad: 'I'm on a Horse' and How He Got There." EW.com.
Entertainment Weekly Inc., 19 Feb. 2010. Web. 19 Jan. 2013. <http://watching-tv.ew.com/
2010/02/19/old-spice-tv-ad/>.

7. ANNEXES
Videos :
Case study : http://www.youtube.com/watch?v=fD1WqPGn5Ag
Spots publicitaires
- The man your man could smell like (spot d’origine) : http://
www.youtube.com/watch?
v=owGykVbfgUE&list=SPB9F260CE56D04E73&index=1
- Questions : http://www.youtube.com/watch?
v=uLTIowBF0kE&list=SPB9F260CE56D04E73
- Scent Vacation : http://www.youtube.com/watch?
v=3R2cnxz27LI&list=SPB9F260CE56D04E73
Vidéos «réponse»
- To Everyone : http://www.youtube.com/watch?
v=nFDqvKtPgZo&list=SP484F058C3EAF7FA6&index=1
- To Alyssa Milano : http://www.youtube.com/watch?v=-
oElH6M_5i4&list=SP484F058C3EAF7FA6&index=9
- To Ellen Degeneres : http://www.youtube.com/watch?
v=0Cs95FmimP0&list=SP484F058C3EAF7FA6&index=4
Plus de vidéos ici : http://www.youtube.com/playlist?
list=PL484F058C3EAF7FA6
Apparitions télévisées
- Ellen Show : http://www.youtube.com/watch?v=J-I9s_4xGwk
- On Oprah : http://www.youtube.com/watch?v=IclTqgz8_bY (bad quality)
Parodies
- Sesame Street : http://www.youtube.com/watch?v=zkd5dJIVjgM
- iCarly : http://www.youtube.com/watch?v=xl1ZP9Fez0U
- HBLL Multimedia Production unit : http://www.youtube.com/watch?
v=2ArIj236UHs

8. Résultats de la campagne :
Stats Campagne de réponses (source : http://www.robgonda.com/2010/07/15/the-old-
spice-social-media-campaign-stats/)

11. Stats Campagne globale (source : http://www.mikemet.com/old-spice-campaign-case-
study/)
- On day 1 the campaign received almost 6 million views
(that’s more than Obama’s victory speech)
- On day 2 old spice had 8 of the 11 most popular videos online
- On day 3 the campaign had reached over 20 million views
- After the first week old spice had over 40 million views
- The old spice twitter following increased 2700% (probably off a lowish base)
- Facebook fan interaction was up 800%
- Oldspice.com website traffic was up 300%
- The old spice YouTube channel became the all time most viewed channel (amazing)
- Thecampain has generated 1.4 billion impressions since launching the ads 6 months ago
- The campaign increased sales by 27% over 6 months since launching (year on year)
- In the last 3 months sales were up 55%
- And in the last month sales were up 107% from the social responses campaign work
- Old spice is now the #1 body wash brand for men.