With $200 billion of annual buying power, millennials represent about one-quarter of the entire U.S. population. Yet Personal Care brands have been slow to innovate on the social media platforms frequented by young consumers. Case in point: Pampers gained the top spot in L2’s Digital IQ Index: Personal Care simply by launching a mobile site. An exception is Old Spice, which has been unusually proactive in its advertising approach.
Old Spice targets digitally savvy millennial males by leveraging non-traditional platforms – echoing the approach of Budweiser, which recently launched the first advertisement on dating app Tinder. On Twitch, a live-streaming video platform where 60% of users are male, Old Spice orchestrated a campaign where users could control a man as he navigated the woods. And on image-sharing platform Imgur, which has similar user demographics, Old Spice created a “GIF off.” Crucially, these campaigns engaged users and leveraged the unique virtues of these platforms, rather than simply promoting the brand.
These efforts paid off, driving new visitors to Old Spice’s site and social channels. Between the Twitch campaign in April and the Imgur campaign in August, the brand’s Twitter followers increased by 19%, while its Instagram community grew by 24%. This success shows that a little creativity can go a long way.