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Measuring the success of the 2010 Old Spice campaign
 

Measuring the success of the 2010 Old Spice campaign

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Measuring the success of the 2010 Old Spice campaign, including Old Spice Guy's personalized videos, and a discussion of the effectiveness of the campaign and concurrent coupon blitz across the market ...

Measuring the success of the 2010 Old Spice campaign, including Old Spice Guy's personalized videos, and a discussion of the effectiveness of the campaign and concurrent coupon blitz across the market in terms of sales

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  • 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]

Measuring the success of the 2010 Old Spice campaign Measuring the success of the 2010 Old Spice campaign Presentation Transcript

  • The ad campaign your ad campaign could smell like
    Measuring the success of the Old Spice campaign
    Courtney Meegan
    March 18, 2011
    PUB355
  • The man your man could smell like
    Created by ad agency Wieden+Kennedy
    Launched February 8, 2010
    Starring Isaiah Mustafa
  • 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?
  • 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
  • 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
  • Commentary and criticism
    • “The archetype of a successful social media campaign”
    Mashable
    “A paragon of marketing in the information age”
    Fast Co.Design
    • Awareness but no call to action
    • Impossible to determine effectiveness of ads vs. coupons
  • The sweet smell of success
    Humourplus well-liked brand icon encouraged organic sharing of ads, extend brand platform
    Effective blend of paid, owned and earned media
    Numerous parodies (Sesame Street, among others)
    Old Spice voicemail generator
  • References and resources
    Advertising Age
    Fast.CoDesign
    Google Images
    Mashable
    TV By the Numbers
    Wikipedia
    YouTube
  • Questions?
    Thank you!