Last week, we gave a presentation describing social media research and a few quick case studies at a WOMMA MRA webinar. We chatted briefly about Old Spice, British Petroleum, the Gap, Starbucks, and the funny Double Rainbow phenomenon. If you weren’t able to catch the presentation live, you can have a look at the slides now. We hope it’s a double rainbow!
If you’ve been living under a rock for the last year, you missed both of these hugely popular brand campaigns. Old Spice was fighting perceptions that it’s a brand your great-great-great-grandfather uses and Axe is trying be the number 1 brand with the most highly desired young male audience. If you haven’t watched these ads yet, you really should now.
[Slight caution - the Axe video may offend sensitive viewers. And now you REALLY want to watch it!]
Now that you are fully prepared, isn’t it time for…. Battle of the Brands! This is just for you, Avi. Ask and you shall receive!
Using only the thousands of social media opinions generated by their fans as their weapons, we have analyzed, samplized, sentimentalyzed, and contentalyzed opinions about Old Spice and Axe from just the last few weeks. Whomever wins the most matches will be declared the victor. Let us begin.
. Purchasing: You know you’re going to buy one of these products, but which one? We’ve got a virtual tie here with Old Spice generating 47% positive opinions towards purchasing behaviour and Axe generating a 49% positive opinion towards purchasing. No dice on this battle. Let’s try again.
New and different: Of course you want something new and different. Which brand brings that image to mind the best?Old spice pulls ahead on this measure with 48% positive compared to Axe’s 39% positive. That’s a good ten percent lead.
Pricing: Of course, being new and different isn’t going to do it all. We need some good pricing as well. In this battle, Old Spice takes the lead again. They’ve got 52% positive compared to Axe’s 37% positive. Yikes! a 15% lead!
Ads: Uh oh, Axe had better watch out! They’re doing well with 32% positive, but the manly man that is Mustaffa is just pushing Old Spice further and further ahead with 46% positive.
Scent: OK, Axe, now you just aren’t even trying. The product is all about scent but with 24% of opinions falling into the positive zone, you’re really lagging behind Old Spice which is 39% positive.
Funny: Why am I beating a dead horse? Axe is just not keeping pace. 30% positive means the campaigns are generally funny but not nearly as funny as Old Spice which is 46% positive. This is another huge 16% lead!
Mysterious: Someone… please… stop…. me… now. Axe managed a 14% positive score while Old Spice just slammed the ball into the basket/net/goal/insert sports reference of choice with a 56% positive score.
I think I don’t even want to summarize these results.
If you thought Old Spice was just for your grandfather, the brand is working hard to change your mind with a series of commercials starring @IsaiahMustafa. The commercials have become a viral hit and have expanded into short videos, each one a unique hilarious reply to people’s online tweets, youtube comments, and questions. Questions from real people, and celebrities like The Ellen Show, Alyssa Milano, and Ryan Seacrest, are all getting individual attention.
How are people describing this campaign? The top words include funny, original, hilarious, brilliant, and genius, definitely words I’d like my brand associated with. But on an aggregate level, the campaign has far surpassed any standards of making the grade. Compared to the average brand which generates about 30% positive opinions, the Old Spice campaign is achieving positive opinions in the 40%, 50%, and 60% ranges.
People appreciate the business side of things, including the product launch (66% positive), the creativity (59% positive), and that it’s a new and different approach (57% positive). But, they are also expressing their appreciation for Isaiah, a manly man himself, giving him top marks for his smile (59% positive), his teeth (57% positive) and his sex appeal (54%).
What isn’t so positive? The ever present fear factor associated with sexuality and homophobia, comments which generate 25% negative opinions. Fortunately though, this small minority of people can’t compete with the millions of people who are loving every minute.
Isaiah, keep on smelling like the man our men could smell like.