SBP 066: The Barber's Brief - April 10, 2024

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: [AdExchanger] - LinkedIn is Getting into CTV Link: https://www.adexchanger.com/tv/linkedin-is-all-business-with-ctv/ [Marketing Dive] - Privacy tools fall short: Here’s what the numbers say Link: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/ [LinkedIn] Media Grows Markets - Marc Pritchard Link: https://www.linkedin.com/pulse/media-grows-markets-marc-s-pritchard-3oudc/ [Marketing Dive] - Coca-Cola heads to Marvel universe for new spot, packaging campaign Link: https://www.marketingdive.com/news/coca-cola-marvel-universe-campaign-packaging-ar-experience/712454/ Marketing Moment: Old Spice: "Smell Like a Man, Man" “Look at your man. Now look at me. Now back at your man. Now back to me.” Link: https://youtu.be/owGykVbfgUE?si=Be72eyLk061hEe9Q TL;DR Having failed to successfully rebrand back in the late 90’s and early 2000’s, Old Spice was rapidly losing market share to Lynx (‘Axe’ in certain markets). Their biggest issue: Old Spice marketed their product to an aging population, which resulted in diminishing returns in the long term. They needed a way to return to their previous position as a major competitor. To completely rebrand Old Spice as a product for a younger audience, the marketing strategy found its major focus in one key fact: 60% of body wash purchases were made by women. Instead of focusing solely on young males as their target audience, Wieden + Kennedy switched things up and made young females the major focus of the campaign. The Results Old Spice quickly rose to become the top men’s body wash brand in the USA 300% increase in website traffic Sales of Old Spice had doubled by July of the same year 1.2 billion earned media impressions The campaign won several awards, including the Cannes Lion Film Grand Prix and an Emmy for Outstanding Commercial. Ad of the Week Downy Fabric Softener | More Than Laundry https://www.youtube.com/watch?v=oQQwUIX9OVQ Downy Fabric Softener - More than Laundry Just a blanket until you wrap a baby Just a hoodie - till its felt by your first love Just a jacket - till it brings you brings you back to your home Just a sweater - till it a cryed into Doesn't talk about the tech Shows product in use Breath life into your laundry Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber