Old Spice
Motion Graphics, Advertising, A.I
Research, Social Media
Brief
Create a toolkit for creative assets for Old Spice Deodorants and after shave lotions to fit the brand character and appeal to relevant target customers.
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Role:
Design Intern
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Purpose:
Live project - Digital Advertisement (TG: 18-35 male)
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Period:
April 2023 to July 2023
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Client:
Procter & Gamble (P&G) Hygiene and Health Care Limited
Research
Research included finding out about the brand, both within the screen and out in the world, what people perceived, what the sellers thought and what the netizens thought of the brand. This would give a holistic view of what the people expected and how they were reacting to the previous posts from the brand.
Into the world
Often during the research phase, we have the much dreaded Google Form filling stage. I wanted to somehow bypass this or make it more interesting for the users to fill. This resulted in a 2-pronged approach;
1. Make the form interactive, interesting, personal and fun to fill keeping in mind the short attention span of the TG and their lingo of conversation.
2. Take the form out into the open in the most ridiculous-seeming way which would spark up conversations which will lead to more engagements.
Surprising Finding
This came as a key finding during user observation. Logo size is much smaller than the benefit text showing “24 HOUR”. This actually led to one user calling the brand as “24 HOUR” instead of “Old Spice” due to lack of awareness regarding the brand. This point was duly communicated to the team.
Why do you buy it?
The survey revealed the reason as to why a user bought a new deodorant – Scent was the primary factor (which worked well for the Brand since they had a distinct scent as opposed to the competitors)
Where do the users spend their time online?
This insight revealed that the TG spends majority of their time on Instagram, followed by YouTube and then Spotify. Of these, Instagram had the shortest CTR since it would be very easy for the users to swipe away the sponsored ads (be it on reels or on stories), but this had the audience base. Since YouTube ads had longer duration, it would have been counter-productive for the TG which has a lower attention span and wouldn’t sit through the entire duration of the ads anyway.
Static Memes
In line with the existing assets, a few static posts were created which tapped into memes and pop culture references that the TG would understand.
Learnings:
1. Brand shout-outs is a double edged sword; it could either work or not work and lead to IP right violation.
2, Pop culture references may work in most of the scenarios, but the meme game is constantly evolving and hence the relevancy may be in question at times.
Video Assets
Gen Z
This reel is all the way Gen Z. It starts off with a Gen Z person getting onto his skateboard, mid way he uncaps the deodorant, applies is across his body and once he’s done, he casually throws up the deodorant and catches the bottle to end the scene. Throughout the video, the screen pops with vibrant colours, overlays and graphic elements representing the Gen Z scape. The background music is upbeat with the copy that goes “mantastic on the move”, “smell ready all the time”.
Flying Man
This reel, titled Flying Man, consists of a youngster zipping through the skating rink with an Old Spice deo bottle with him. The concept goes to show that the deodorant brings out the inner lion in you, when you spray on the deodorant. There are few elements of motion graphics involved with more focus on the copy and how easily the youngster slides across, with the copy going “long lasting freshness now on the go”. The background music is upbeat.
3D Bottle
This reel is experimental for Old Spice, since this was a 3D bottle reel. This starts with the recently released Old Spice Original deodorant bottle. Different views of the bottle model is shown with the appropriate copy as well. This follows the 3 top selling Old Spice deodorant; Nomad, Original and Lionpride shown in representations of their respective scents; ie the dessert for the Nomad, a ship anchor for the Original and the jungle for the Lionpride. The background music is slow and sophisticated.
Outcome
This project was completed within 3 months.
The video assets were tested on Instagram by a third-party vendor and the ads resulted in 2X CTR (Click-Through-Rate) in comparison to the prior assets (this was confirmed by the team).
Further details of the test run and the analysis could not be shared due to confidentiality.
Along with the video and the static assets, a Spotify intervention was also created. This was a new direction for the brand since it was experimented with before. The team was excited with the copy and the audio.
Tools Used
Figma – Presentation
Typeform – Online Interactive Survey
Rhinoceros 3D – Modelling
Keyshot 9 – Rendering
Adobe Stock – Background image
Sound Snap – Stock Audios (for all the videos)
Adobe Audition – Audio processing
Adobe After Effects – Video editing
Adobe Photoshop – Post production
