OVE STUDIO PRESENTATION #1
ONLINE VIDEO…WHAT IS THAT?
MY FRAMEWORK CONSISTS OF:
• Exploration of ideas:
• How does online video communicate that other mediums do not?
CASE STUDY OF RESPONSE CAMPAIGN
Online video is a medium that has enormous power within current day marketing and advertising. I will be examining interactive processes attached to online video, using the example of a advertising case study. As audiences become increasingly more discerning, their attention is harder to capture, and innovative designs are being used to combine mediums and add a 3-dimensional style to the advertising campaign. This ‘3-dimensional style’ means that instead of simply having a video to promote a product, the viewer can have an impact upon the content shown to them.
The Old Spice ‘Man your man could smell like’ commercial from 2010, which dramatically increased sales for the men’s body wash, began with a video which exploded on YouTube, with 50 million views to date. To strengthen this campaign, they recorded approx. 190 responses to user comments/questions over outlets such as Twitter, Youtube etc, which collectively gathered another 40 million views. I will break this down using my framework outlined above.
Old Spice body wash is a men’s body wash, albeit one that was not particularly successful compared to other brands such as Dove, Nivea and AXE. Interestingly, this ad is initially aimed at women, buying body-wash for men (boyfriend/husband). Obviously, men are still the target audience for the product. In a light-hearted way, the man (played by Isaiah Mustafa) asserts that he embodies all of the qualities of a desirable man, and by buying Old Spice, it is possible to achieve these qualities.
• Exploration of ideas:
By being extremely self aware in a satirical way, the message of the advertisement is overtly presented, showing the character to be desirable to others directly because of using the product.
The audience is addressed directly in the video, which already creates the impression that it is being communicated one-on-one to the viewer. This was then enhanced when the campaign focused on responding to viewer comments in video form, not by responding as a company, but by using their now-famous spokesperson to re-enforce the message originally portrayed in their first video.
The non-naturalistic style and quick pace to the ad creates an idealistic reality where visual comedy is highly frequently. As body wash/fragrance is stereotypically not something men spend a great deal of time choosing, it is shown as an easy choice to make that would replace cologne and increase appeal and attraction.
Whether it was incidental or part of the marketing strategy, Old Spice lent itself to a plethora of parodies and impressions across YouTube. This kept the momentum of the campaign going, and more importantly, it was driven by the consumer rather than the company itself. This kind of organic propulsion is far more of a benefit to the campaign, as it demonstrates the audience’s comprehension and consumption of the content.
Advertisements with an element of novelty, such as Old Spice’s, have had large success in past years, which I believe is to do with the fact that it was breaking new ground. However, in years to come, I believe ads that provide deeper layers of new information, depending on the questions asked by the consumer, will have far more longevity.
• How does online video communicate messages that other mediums do not?
Due to the adaptive nature of online video, it can be framed across multiple platforms. For example, a video that has been shared or liked multiple times by friends on Facebook has far more potential to keep a viewer intrigued that watching a video with no prior knowledge. Consistent branding across websites keeps an advertisement of campaign firmly in mind, which advertising across traditional media cannot. According to my framework, involvement of audience through interactive methods is paramount, and will only become more so in future years.