Pre-Campaign AnalysisResearchResearch is a crucial step in determining the problem or issue faced by the organization (Gregory, 2000). Old Spice conducted its research and found that the brand's image was fading alongside its sales in early 2010 (Rowe, n.d.). The image the public had in mind was that Old Spice products were something their “grandfathers” would buy and use (Effie Awards, 2011). Sales have fallen due to the increasing number of competitors for body wash products (Rowe, n.d.). So, what Old Spice needed to do was to come up with a plan to change the public's perception of the brand, which would thereby change the image of the brand and increase sales. Goals and Objectives As mentioned in the introduction, the company's goal was to change public perception. perception of Old Spice, ultimately changing the brand image and gaining recognition. The goals of the campaign were to steal the show, boost the business, spark conversations between men and women and finally keep the campaign active (Effie Awards, 2011 and Cabrer, 2012). Target MarketBased on their research findings which stated that 60% of women usually purchase body washes for their men, Old Spice decided to target both men and women. Men here refer to people aged 18-34 and women are buyers (Effie Awards, 2011 and New Media Drivers License, 2011). Before this campaign, the initial target was men aged 18 to 60. A focus on the younger generation is more plausible, especially since Old Spice's competitor, Ax, also targeted a younger market (Young, 2010).Message DevelopmentDue to the image the audience was associated with Old Spice, the company decided to position...... middle of paper ...... April 20, 2014].8. Rowe, S. (nd) Old Spice Case Study. [Online] Available at: http://zonesofsmm.wordpress.com/old-spice-case-study/[Accessed April 19, 2014].9. Vaynerchuck, G. (2011) Old Spice Man Marketing, Redux: what went well and what didn't. [Online] Available at: http://www.fastcompany.com/1737010/old-spice-man-marketing-redux-what-went-right-and-what-did-not [Accessed April 19, 2014]. 10. Young, A. (2010) Ax versus Old Spice: whose media plan was the smelliest?. [Online] Available at: http://adage.com/article/media/axe-spice-media-plan-worked/143066/[Accessed April 20, 2014].11. Market line. (2010) Old Spice Case Study: Leveraging Social Media Effectively in Personal Care. [Online] Available at: http://advertures.files.wordpress.com/2013/11/how-to-use-social-media-to-revitalise-your-brand-the-old-spice-case-study . pdf[Accessed April 19 2014]