Old Spice faced an image crisis, overshadowed by competitors like Axe.
The turning point arrived in 2010 when an advertising campaign changed the entire narrative.
Procter & Gamble (P&G), recognizing the need for a major shift, hired Wieden+Kennedy. They worked towards creating a popular campaign - "The Man Your Man Could Smell Like.”
The goal was to increase body wash sales by 15%, but by May 2010, sales of Old Spice Red Zone Body Wash had increased 60% from the previous year. By July 2010, sales had doubled.
This example demonstrates how organizations can leverage external agency expertise to achieve success.
Benefits Of Partnering With External Design Agencies
Hiring an external design agency can help organizations solve challenges and drive multiple benefits.
A Short Tale: How N.W Ayer & Sons Helped De Beers Create A Historic Campaign
The De Beers Group hired ad agency N.W. Ayer & Sons in 1938 to help boost their diamond sales.
As a result, between 1938 and 1941, the brand reported a 55% increase in the U.S. diamond sales in just four years. But the most incredible breakthrough occurred in 1947 when the agency's copywriter Frances Gerety penned the iconic tagline 'A Diamond Is Forever.'
As a result, from 1939 to 1979, De Beers's wholesale diamond sales in the United States increased from $23 million to $2.1 billion. The association of diamonds with engagement rings and the change in consumer psychology played a huge role in the roaring success.
There are a few basic steps that you can take to choose an external design agency.
Step 1: Identify Your Business Goals
Identify your business goals and clearly envision a productive partnership with a design agency. Whether you want a UX audit or revamp your website's user interface, articulating your objectives will help you select the right agency.
Step 2: Evaluate Agency Portfolios
A design agency's portfolio is a reflection of its capabilities. Evaluate their portfolios by paying attention to their quality, creativity, and problem-solving prowess.
For example, an I.T. company seeking external agency help with an app redesign should ideally partner with a design agency with a proven track record in designing mobile and web apps.
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