Old Spice India Campaign: Social Media Analysis of 'Mantastic' by Webfluenz
14
WHAT SOCIAL MEDIA REALLY THINKS OF ‘MANTASTIC’ OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’
-
Upload
rachana-khanzode -
Category
Marketing
-
view
14.023 -
download
1
description
Though examples of global campaigns being “localized” are plenty, none in recent memory have gone as viral in India as the Old Spice Mantastic campaign. Creating another version of ‘The Man Your Man Could Smell Like’ was a lofty aim to begin with, given that Isaiah Mustafa’s portrayal has gone down in history as a near-perfect viral video case study. The personalisation, engagement, influencer identification, concept, script, humour, Isaiah – almost every aspect has been raved about. Not to mention our recent analysis of conversations around Old Spice showed that it was still being talked about, a whole three years post its launch! The Indian campaign starring Milind Soman garnered significant attention too, with millions of people watching the videos. But it really makes one wonder – views aside, how many people are actually talking about the campaign? What did they think? Would they still share it a week, month, or a year down the line? With the last Mantastic ad releasing in the beginning of November, we tracked social media buzz around the campaign right through the month, to see how things play out. Take a look.
Transcript of Old Spice India Campaign: Social Media Analysis of 'Mantastic' by Webfluenz
WHAT SOCIAL MEDIA REALLY THINKS OF ‘MANTASTIC’
OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’
www.webfluenz.com
CONVERSATIONS PICKED UP QUICK AROUND MANTASTIC
2
MANTASTIC: The campaign went live early October and instantly gained popularity on social media. It was one of the top 4 most talked about Old Spice campaigns.
Note: Data consists of global mentions referencing Old Spice. All data was obtained using webfluenz systems.
www.webfluenz.com
TOP OLD SPICE COMMERCIALS ON SOCIAL MEDIA
3Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.
www.webfluenz.com
4Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.
www.webfluenz.com
5Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.
The Indian campaign starring Milind Soman garnered significant attention too, with millions of people watching the videos.
Creating another version of ‘The
Man Your Man Could Smell
Like’ was a lofty aim to begin
with, given that Isaiah Mustafa’s
portrayal has gone down in
history as a near-perfect viral
video case study.
OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013
Globally 3rd most Popular of all OLD SPICE Commercials
www.webfluenz.com
6Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.
OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013
OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’
The Mantastic Ads on
www.webfluenz.com
OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013
Volume & Sentiment on social media in November
Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems.
www.webfluenz.com
OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013
Conversations around Milind Soman
Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. 7
www.webfluenz.com
OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013
Conversations around Engagement Activities
Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. 8
www.webfluenz.com
OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013
Conversations around the Humour & Concept
Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. 9
www.webfluenz.com
OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF ‘MANTASTIC’ Study conducted between November 1st to 30th 2013
Engagement on Official Handles
Note: Data consists of global mentions referencing Old Spice commercials only. All data was obtained using webfluenz systems. 1
0
www.webfluenz.com
WHAT HAVE WE LEARNT?
12
The Weiden+Kennedy team deserves credit for a great campaign, with the pizzazz to go viral instantly. But, unfortunately, the fact that social media isn’t talking about it a few weeks down the line indicates that it doesn’t match up to it’s legendary predecessor. But we sure can learn from it!
Based on the above analysis, here are a few things to keep in mind when you’re planning your own viral campaign –
• Have a solid consumer engagement plan – it is essential for establishing brand recall. Creating ‘awareness’ is not enough, to be remembered, a campaign needs to compel people to talk about it.
• Integrate your online and offline marketing, for the simple reason that they always affect one another. You can easily use this fact to your advantage – don’t miss out.
• Humour is highly subjective, so think through the content thoroughly before implementation.
• While advantages of paid promotions are undeniable, you don’t want to get on social media’s bad side. Space out your promotions and updates over time – too much of anything is never good.
• Pick your brand ambassador with care; be conscious of the advantages and disadvantages of picking him / her.
• Have a plan on how to handle criticism and exemplify finer traits.
Note: All data was obtained using webfluenz systems.
www.webfluenz.com
CONTACT US (Sales/Business Assistance):
SINGAPORE 800 101 3021
UNITED KINGDOM 808 101 2160
UNITED STATES 855 281 6578
For more of our latest research, visithttp://www.webfluenz.com/Webfluenz_Research/
For general sales enquiries, contact us [email protected]
©2013 Webfluenz PTE LTD. webfluenz and the webfluenz logo are registered trademarks of Webfluenz PTE LTD. No part of this document may be reproduced without prior written consent from Webfluenz PTE LTD. All rights reserved.
www.webfluenz.com
Personal
Personal+
13
www.webfluenz.com
PRIVACYWebfluenz Intelsys Private Limited' current Site Privacy Policy is available HERE (www.webfluenz.com/privacy_policy) and is incorporated by this reference. Your use of the Service is subject to the terms of the Privacy Policy.
WARRANTIESYOU EXPRESSLY UNDERSTAND AND AGREE THAT: THE USE OF THE SITE AND SERVICES IS AT YOUR OWN RISK, AND YOU ACKNOWLEDGE AND AGREE THAT THE SITE, CONTENT AND SERVICES ARE PROVIDED ON AN "AS IS" AND "AS AVAILABLE" BASIS. EXCEPT AS OTHERWISE SPECIFICALLY SET FORTH IN THIS AGREEMENT, WEBFLUENZ INTELSYS PRIVATE LIMITED, ITS OFFICERS, DIRECTORS, EMPLOYEES, PARENT, SUBSIDIARIES, AGENTS, AFFILIATES, AND THIRD PARTY LICENSORS AND SUPPLIERS DISCLAIM ANY AND ALL WARRANTIES AND CONDITIONS FOR THE SITE, CONTENT, AND SERVICES, WHETHER EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO THE IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, AND NON-INFRINGEMENT. a) WEBFLUENZ INTELSYS PRIVATE LIMITED DOES NOT WARRANT THAT (i) THE SERVICES WILL MEET YOUR REQUIREMENTS, (ii) THE SERVICES WILL BE UNINTERRUPTED, TIMELY, ERROR-FREE, SECURE, OR FREE OF VIRUSES, WORMS, DISABLING CODE OR CONDITIONS, OR THE LIKE, AND (iii) THE RESULTS THAT MAY BE OBTAINED FROM THE USE OF THE SERVICES WILL BE ACCURATE OR RELIABLE. b) WEBFLUENZ INTELSYS PRIVATE LIMITED WILL NOT BE LIABLE FOR LOSS OF YOUR DATA OR SUBMISSIONS.
LIMITATION OF LIABILITYYOU EXPRESSLY UNDERSTAND AND AGREE THAT IN NO EVENT SHALL WEBFLUENZ INTELSYS PRIVATE LIMITED (OR ITS OFFICERS, DIRECTORS, EMPLOYEES, PARENT, SUBSIDIARIES, AGENTS OR AFFILIATES) OR ITS THIRD PARTY LICENSORS, PROVIDERS OR SUPPLIERS, BE LIABLE FOR ANY DIRECT, INDIRECT, PUNITIVE, SPECIAL, CONSEQUENTIAL OR IDENTAL DAMAGES, INCLUDING WITHOUT LIMITATION, LOST PROFITS, LOSS OF REVENUE, OR LOSS OF DATA, REGARDLESS OF THE TYPE OF CLAIM OR THE NATURE OF THE CAUSE OF ACTION, INCLUDING WITHOUT LIMITATION, THOSE ARISING UNDER CONTRACT, TORT, NEGLIGENCE OR STRICT LIABILITY, EVEN IF WEBFLUENZ INTELSYS PRIVATE LIMITEDHAS BEEN ADVISED OF THE POSSIBILITY OF SUCH CLAIM OR DAMAGES. THE REMEDIES EXPRESSLY SET FORTH IN THIS AGREEMENT ARE YOUR SOLE AND EXCLUSIVE REMEDIES. YOU MAY HAVE ADDITIONAL RIGHTS UNDER CERTAIN LAWS (SUCH AS CONSUMER LAWS), WHICH DO NOT ALLOW THE EXCLUSION OF IMPLIED WARRANTIES, OR THE EXCLUSION OR LIMITATION OF CERTAIN DAMAGES. IF THESE LAWS APPLY, THESE EXCLUSIONS OR LIMITATIONS MAY NOT APPLY.
INDEMNIFICATIONYou agree to defend, indemnify and hold harmless Webfluenz Intelsys Private Limited from and against all liabilities, costs and expenses, including reasonable attorney's fees, related to or arising from: (a) any violation of applicable laws, regulations or this Agreement by You; (b) the use of the Site or Services by You; (c) negligent acts, errors, or omissions by You; (d) injuries to or death of any person and for damages to or loss of any property, which may in any way arise out of or result from or in connection with this Agreement, except to the extent that such liabilities arise from the active negligence or willful misconduct of Webfluenz Intelsys Private Limited; or (e) third party claims for infringement of any intellectual property rights arising from Your Submissions or Your use of the Services or Site.
MISCELLANEOUSAll obligations of the parties under this Agreement, which, by their nature, would continue beyond the termination, cancellation or expiration of this Agreement shall survive such termination, cancellation or expiration. You shall not to assign or otherwise transfer, this Agreement in whole or in part, and any attempt to do so shall be void. Webfluenz Intelsys Private Limited may assign all or any part of this Agreement without notice and You agree to make all subsequent payments as directed. You and Webfluenz Intelsys Private Limited agree that Your use of the Services and this Agreement will be governed by the laws of the Government of India and any dispute will be brought before the courts in the city of Bangalore, Karnataka, India and the language of dispute resolution will be the English language, without reference to its principles of conflicts of laws. YOU AND WEBFLUENZ INTELSYS PRIVATE LIMITED CONSENT TO THE EXCLUSIVE PERSONAL JURISDICTION OF AND VENUE IN A COURT LOCATED IN BANGALORE (BENGALURU), KARNATAKA, INDIA FOR ANY SUITS OR CAUSES OF ACTION CONNECTED IN ANY WAY, DIRECTLY OR INDIRECTLY, TO THE SUBJECT MATTER OF THIS AGREEMENT OR TO THE SERVICE. Except as otherwise required by law, including Indian laws relating to consumer transactions, any cause of action or claim you may have with respect to the Service must be commenced within one (1) year after the claim or cause of action arises or such claim or cause of action is barred. Webfluenz Intelsys Private Limited failure at any time to insist upon strict compliance with any of the provisions of this Agreement in any instance shall not be construed to be a waiver of such terms in the future. If any provision of this Agreement is determined to be invalid, illegal or unenforceable, the validity, legality, and enforceability of the remaining provisions shall not in any way be affected or impaired thereby, and the unenforceable portion shall be construed as nearly as possible to reflect the original intentions of the parties. Webfluenz Intelsys Private Limited makes no representation that the Service is appropriate or available for use in locations outside of California, and accessing the Service is prohibited from territories where such Service is illegal. If you access the Service from other locations, you do so at your own initiative and are responsible for compliance with local laws. This Agreement, including the Privacy Policy and all other policies posted on the Site, which are fully incorporated into this Agreement by reference, constitutes the entire agreement between You and Webfluenz Intelsys Private Limited with respect to the subject matter hereto and supersedes any and all prior or contemporaneous agreements whether written or oral. Notwithstanding the foregoing, if You have entered into a MSA with Webfluenz Intelsys Private Limited and there is any inconsistency between the terms of the MSA and the terms of these Terms of Service, the terms in such MSA control your use of the Service instead of the terms of these Terms of Service. Any changes by You to this Agreement without Webfluenz Intelsys Private Limited written consent are void.
COPYRIGHT© 2013 WEBFLUENZ INTELSYS PVT LTD. ALL RIGHTS RESERVED.NO PART OF THIS REPORT MAY BE REPRODUCED WITHOUT PRIOR WRITTEN CONSENT FROM WEBFLUENZ INTELSYS PVT LTD.
14
