Update or Programmatic ? (A Case Study of Old Spices TV Ads)

Update or Programmatic? Digital marketing of Old Spice - Chitty (2018) has mentioned a lot of case study about how great marketer done their job. I found it very interesting when it started talked about Old Spices Tv Ads. By all the details provided about how old spice can be succeed in delivering marketing messages through social media, I would say that old spice done really good job. I agree with those types of messages that old spice try to deliver which they used sense of humour to attract public. One thing that I see on the ad is old spice used real-life aspects in their campaign such as beach, boat, showers, and horse which is make people who see that ad feel the reality. As Chitty (2018) said, factors that work in social media campaign is by adding real- world situation. I agree with that statement, even the old spice ad is totally computerise editing but it’s look like a real and really attractive by the visually and audio also about the words content “back to me”. The actor said, “back to me” in the couple times and I think these words try to make people focus on the object that the ad shows.

Based on the data in the case study that shows all achievement in social media and sales, I think old spice marketers don’t need to change anything in terms of their digital marketing way, since they already used all types of social media such as YouTube, Twitter, and Facebook. In my opinion, the idea to keep humours sense on the content of ad is absolutely a great idea. I look into more details about all TV commercial from old spice and I found that they try to keep the way they deliver the message which is by make funny ads. Interestingly, I also found that mostly all the old spice ads/campaign is based on digital marketing which is online only and they also provided many types of video with different kind of theme and concept through online. The concept of keeping all of those videos live online in social media can increase customers’ curiosity about what next from old spice, it means that public will still waiting for old spice ads in the future. Old spice already has big numbers of people in social media who watching and waiting for them, it means that marketers don’t need to put too much effort to deliver marketing message because it is automatically can attract them by adding new ads through old spice’s social media account.

Finally, it clearly be seen that using social media as digital marketing is quite effective way to attract customers, I believe that old spice just can strict to the main concept of using social media to promote their brand. It is a big opportunity to keep use social media because nowadays customers tend to spend their times into social media. Since old spice still promoting their brand through TV commercial on short time only but I think it is would be great as another supporting media for old spice get into big range of public.

Reference: Chitty, W. (2018). Integrated marketing communications (5th Asia-Pacific edition.). Southbank, Vic.: Cengage.