Maybe your small business can’t create a huge, beloved hit TV and social media campaign like Old Spice’s “The Man Your Man Could Smell Like” and “The Response Campaign.” But you take some valuable lessons from it.
In Creativity Online’s case study (below), the client/agency team learned that women control half the purchase decisions for men’s body wash. So their strategy: Unlike competitors such as Axe, find ways to appeal to men and women at the same time. This applies to media choices, and even more important, message development.
(For smoother video, use this link to bypass YouTube and view direct from Creativity Online.)
Lesson: Study the buying habits of your customers/brand community. It doesn’t matter whether you’re a tiny business or Procter & Gamble. You’ll discover valuable clues about how to engage and connect.
How has a particular insight helped your campaign?
Post a comment below. Or email me directly.
