Week 10, Integrated Marketing by Old Spice
- Patrick Santoso
- Sep 30, 2020
- 2 min read
Updated: Oct 7, 2020
Hello, good to see you again. a brief explanation about IMC (Integrated Marketing Communication) is simply a way to create brand value through marketing and customer relationship within various platform, personalization as people may say it.
An example is Old Spice.
by knowing yout target audience, you can choose which platform you want to use to reach the target market and capture them effectively. Old Spice use Youtube and Advertisement to reach their target market.
Youtube Algorithm enable them to promote their ads to people that watch a certain type of channel, especially to viewers that watch men barbershop and hairstyling.
Beside that, Old Spice sponsor some famous youtubers to promote their product and giving discount for viewers who buy want to buy their product using a certain code.That way people are more inclined to buy their product.
This slogan heads up our list not only because it was integrated with great videos and social media, but solid copywriting for the complete package. This integrated marketing campaign held your attention first and sold you later.
One of the purpose of marketing is to catch attention, that is exactly what Old Spice did.
Other than that, customer relationship with Old Spice help create the brand image that Old Spice is available in all barbershop used by celebrities. Giving people discounts and amazing product presentation help them become what they are today. Ah other than hair styling product. I think one of the original product of Old Spice is soap. Now they offer deodorant, pomade, soap, lotion, face ash and other men's hygiene products.
I personally never use Old Spice brand as it haven't reach the South-east asian market yet. I use some of local hairstyling product such as Old Man, Captain Barber.
Let me know what do you think about Old Spice IMC is effective or not and What are the similar product do you use to "Smell like a Man" !!!
Anyway see you next week. Toddle loo~~
P.s i kind of late when making this post, i'm supposed to make it on Sunday and finished by Monday. LoL Guess i was busy doing other things.
Nice reading Patrick!!!! I do love this blog, you do explain the IMC detailedly by storytelling the example of Old spice. I realize that first thing to implement is to understand target consumers, then choose the social channels.
This is a very insteresting post! Thank you for sharing! I think IMC is very important for nowadays businss. In past, companys are picking customers, however, time changes, customers are picking products now.
Great post! Love the vid that you've left for us to check it. Not that I can relate to the products in this post but I once used a cleansing product that was automatically shipped every 3 months, which I found so helpful, because it was 1. discounted, and 2. I didn't have to go out of my way to order it. If I also wanted to change what was in my order, I could make adjustments through the website.
Wow, Jesse, i didn't expect a fast reply. Ah i see. Thanks for the comment !!
What a great campaign and such a good use of digital strategy that brought together IMC. I tried Old Spice when this came out, it wasnt for me but it certainly worked to get people to purchase.