Discussion: Integration of Social Marketing and Success

Discussion: Integration of Social Marketing and Success

Read the Five Marketing Lessons from Old Spice article, which discusses Old Spice’s relaunch of its brand in a 2010 campaign starring Isaiah Mustafa. It also had a huge social media and internet component that engaged consumers to interact with the “Old Spice man” through contests, blogs, and messaging. Sales rose 55%. This is one example of how a brand makeover can be successful.

Your task is to find a campaign that followed a similar path. What steps do you think were most effective in reaching the target audience? How did the company integrate these strategies into marketing campaigns to create a cohesive marketing strategy?

Note: To complete this initial post, it may be helpful to analyze the advertisers of a large event such as the Super Bowl, the Oscars, the World Series, or the Country Music Awards.

Solution Preview

Share a Coke Campaign

            The selected campaign is “share a coke campaign” by Coca-Cola Company. In most cases, it is usually difficult for a brand to ground-break when they are already big. In other words, an already big brand is usually hard-pressed when it comes to new strategies of marketing. This particular campaign was aimed at appealing to masses to purchase more of the drink and increase overall customer engagement (Heble, 2016).

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