The Role of Marketing in Mergers & Acquisitions (The Tale of the Twinkie)
In 2012, Twinkie fans taught us an important lesson about marketing: When it comes to company valuation, customer loyalty is king.
"Hello Ladies. Look at him. Now look at me."
The sexy Isaiah Mustafa and the Old Spice "The Man Your Man Could Smell Like" campaign first appeared during the Super Bowl and immediately became a hit.
According to a recent Oregon Business article, "the Old Spice guy campaign was very successful. Body wash sales were up 107% year over year as of last month. The campaign also kick-started a trend that brought more women consumers to the brand, which—clearly from the first "hello ladies"—was the strategy. Since women are more likely to be the shopper for the household, going after the female demographic was a winning approach."
One of the most interesting aspects of the campaign was its aggressive and creative use of social media sites. And it worked really, really, really well. Here are some of the results from the campaign:
Read those last 3 bullets. Those are profitable results, folks!
Here is the Weiden + Kennedy case study video with the stats above.
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