Proctor & Gamble (P&G) came to the Ross School of Business at the University of Michigan about their recently successful Old Spice guy campaign. These thoughts were gleaned from that presentation.
The success of the Old Spice Guy campaign was no fluke. P&G carefully crafted the campaign to reach a specific market segment with an engaging message. The knew who their competitors were, as well as why people bought those products and their own. They also knew what attributes made their product stand out. Once they identified the segment that they wanted to reach, they chose the attributes of their product that were important to those people and reached out in a way that successfully engaged their target audience.
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