Discussion Responsemk 19842897

Madison Topic 2
TikTok had become the hottest form of social media amongst the millennials and with that, the free promotion of many products. One in particular is the skincare brand The Ordinary. Because of one sole TikTok video of a teenager promoting one of the brands’ anti-aging serums, The Ordinary saw sales of this serum rise to 100,000 bottles in February 2020 alone, earning them a $1.1 million dollar profit (Rudd, 2020). This is just one several examples as to how this popuar new social media outlet can be extremely successful at promoting businesses off of public relations alone.
A product that relied on public relations to gain a significant boost in the personal hygiene market was Old Spice. In an ad during Superbowl XLIV (44) in 2010, Old Spice launched the campaign, “The Man Your Man Could Smell Like”. Just days after its release, Wieden+Kennedy released 186 video responses to questions from clients and posted these real-time messages on YouTube. This interactive method of responding gave birth to the “Response” campaign (Hull, 2010). This campaign lit up social media and went viral across the Internet, through social platform word of mouth. Small Business Trends had this marketing campaign as the first on their list of great IMC examples (Starr, 2020).
Old Spice has since developed a reputation for bizarre, yet wickedly charming, cutting edge ads. For instance in the March 2018 edition of GQ, Wieden+Kennedy released a print ad experience like no other, where the inserted a scented, full size, wearable paper blazer in place the of the typical scent strip in the advertisement for Old Spice Captain. A move that would not only have the purchaser of the magazine smelling great but also looking dapper (O’Brien, 2018). It that isn’t a unique selling proposition, I don’t know what is.
Hull, K. (2010, February). Old Spice: Smell Like A Man, Man: Wieden+Kennedy. Retrieved  from https://www.wk.com/work/old-spice-smell-like-a-man-man/
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