While everyone drools over the success of Old Spice’s ‘The Man Your Man Could Smell Like’ campaign, Matty Soccio investigates how research helped it, and will help other marketers, achieve benchmarks.

Look at your marketing campaign. Now look at me. Now look back to your campaign, now back to me, now to your campaign, now back to me. If you want your campaign to be as successful and nice looking as me, then you’ll make sure you have a thorough research component to your strategy.

OK, I’ve taken a little bit of liberty in appropriating an extraordinarily successful campaign and tweaked the copy a little to suit my introduction, and, no doubt, every marketing channel will claim responsibility for its achievements. But there’s a reason why it opens this article – without significant pre-campaign research, it’s doubtful Old Spice would have been able to claim the success it has achieved in the past few months.

Get your hands on a copy of the October issue of Marketing to see the remainder of this article!