How Old Spice Found a Younger Generation
Old Spice had a problem. The target demographic of its products was aging and young people were turning away for more relevant brands. The brand managers had a choice: continue marketing to an aging demographic or find a way to be relevant.
They created a commercial and web campaign featuring the man you would want to be:
By sharpening up the product packaging and producing socially relevant media and advertising, Old Spice was able to tap into a market it had lost and create new demand for their line of products.
What is Happening With Your Brand?
One of the great opportunities for your company in social media is to make your brand relevant to a whole new generation or a whole new demographic. By tapping into different social media sites and networks, you are able to find new ways to promote your brand.
What is happening with your brand right now? Is the demographic you’re targeting disappearing? Are you targeting the wrong generation right now? Is there an untapped market for your product or service?
Once you’ve learned what’s going on with your brand, you can use social media to help market to a different crowd.
Social Media: The Great Equalizer
You can argue that social media is the great equalizer. It gives any brand, any company an opportunity to build a presence and market their products. The trick is to be real and honest in your social media interactions. you can use social media, as Old Spice did, to become relevant to a different demographic or niche market.
Building a social media strategy around this area is a difficult thing: how do you create something viral? The first step is to study your target market and tap into what interests them. you may not create the next viral Old Spice YouTube video, but you can create an effective social media strategy and then execute your social media plan to achieve these results.
