{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F46726bce-695d-4efb-9329-301b8500198f","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"","title":"SBP 066: The Barber's Brief - April 10, 2024","description":"Welcome back to another episode of The Barber\u2019s 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.\n\nWe hope you enjoy the show!\n\nOur Hosts:\nFollow our updates here: \u2060\u2060https://www.linkedin.com/company/sleeping-barber/\u2060\u2060\nGet in touch with our hosts:\nMarc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/\nVassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\u2060\n\nIn the News:\n[AdExchanger] - LinkedIn is Getting into CTV\nLink: https://www.adexchanger.com/tv/linkedin-is-all-business-with-ctv/\n\n[Marketing Dive] - Privacy tools fall short: Here\u2019s what the numbers say\nLink: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/\n\n[LinkedIn] Media Grows Markets - Marc Pritchard\nLink: https://www.linkedin.com/pulse/media-grows-markets-marc-s-pritchard-3oudc/\n\n[Marketing Dive] - Coca-Cola heads to Marvel universe for new spot, packaging campaign\nLink: https://www.marketingdive.com/news/coca-cola-marvel-universe-campaign-packaging-ar-experience/712454/\n\nMarketing Moment: \nOld Spice: \"Smell Like a Man, Man\" \n\u201cLook at your man. Now look at me. Now back at your man. Now back to me.\u201d\nLink: https://youtu.be/owGykVbfgUE?si=Be72eyLk061hEe9Q \n\nTL;DR\nHaving failed to successfully rebrand back in the late 90\u2019s and early 2000\u2019s, Old Spice was rapidly losing market share to Lynx (\u2018Axe\u2019 in certain markets). \nTheir 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.\nTo 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.\nInstead 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. \n\nThe Results\nOld Spice quickly rose to become the top men\u2019s body wash brand in the USA\n300% increase in website traffic\nSales of Old Spice had doubled by July of the same year\n1.2 billion earned media impressions\nThe campaign won several awards, including the Cannes Lion Film Grand Prix and an Emmy for Outstanding Commercial.\n\nAd of the Week\nDowny Fabric Softener | More Than Laundry\nhttps://www.youtube.com/watch?v=oQQwUIX9OVQ\n\nDowny Fabric Softener - More than Laundry\nJust a blanket until you wrap a baby\nJust a hoodie - till its felt by your first love\nJust a jacket - till it brings you brings you back to your home\nJust a sweater - till it a cryed into\n\nDoesn't talk about the tech\nShows product in use\nBreath life into your laundry\n\nWhere to Listen:\nApple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324\nSpotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b \u2060\u2060\nGoogle Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC\nYoutube: https://www.youtube.com/@sleepingbarberpodcast\n\n\n\n\n\u00a9 2024 Sleeping Barber\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/3099d6e8-e2f8-41de-b720-722518d77b91/21697713-1712763022787-4fa83729e81b4.jpg"}