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Measuring the success of the 2010 Old Spice campaign
- 1. The ad campaign your ad campaign could smell like Measuring the success of the Old Spice campaign Courtney Meegan March 18, 2011 PUB355
- 2. The man your man could smell like Created by ad agency Wieden+Kennedy Launched February 8, 2010 Starring Isaiah Mustafa
- 3. Personalized video responses July 14, 2010: Old Spice Guy begins addressing fans “Smart bombs,” more videos released over next two days How did they do it?
- 4. Results 23 million views in 36 hours 1.4 billion+ brand impressions Facebook fans: +118% YouTube subscribers: +227% Twitter followers: +2,800% Oldspice.com traffic: +300% Traditional ad campaign becomes a conversation “The footprint has grown” Digg, Reddit, 4chan communities involved
- 5. What about sales? July 2010: sales increased 107% over past month Competitors’ sales increased during this period as well Couponing blitz: coincidence? Verdict: impossible to tell
- 8. References and resources Advertising Age Fast.CoDesign Google Images Mashable TV By the Numbers Wikipedia YouTube
Editor's Notes
- W+K: independent agency based out of Portland, OregonAwards won: Grand Prix for Film at Cannes Lions International Advertising Festival; Primetime Emmy Award for Outstanding Commercial
- W+K copywriters, twosocial media experts and Isaiah Mustafa craft 40+ video responses to carefully selected people who had mentioned the brand or asked a question about it on Yahoo Questions.They also wrote video responses to celebrities and ‘influencers’ who had written about or mentioned the brand previouslyStrategic smart bombs — “fully customized, personal and things that people wanted to share” said Ian McBeth, Global Interactive Creative Director at W+KThey wanted people to wonder, “How are they doing this so quickly?”Special system built to capture real-time mentions and repliesAlso, they paid to promote a tweet on Twitter to “ensure” the campaign would go viral
- [sources: Wikipedia, Ian McBeth]The brand broke into communities they were not previously a part of; more interestingly perhaps, they had not intended for this to happenAccording to Social Fresh: Facebook fans grew by 118% YouTube subscribers grew 227% Twitter followers saw the biggest bump at 2,800% growth
- Proctor and Gamble will not release exact sales figures but say they are very pleased with the results of the campaign
- “No QR code, no shelf-talkers, no coupons, no email list – no integrated marketing campaign.” – a commenter on a blog article about the campaign
- [Source: David Hallerman, eMarketing Senior Analyst]