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 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

    1. 1. The ad campaign your ad campaign could smell like<br />Measuring the success of the Old Spice campaign<br />Courtney Meegan<br />March 18, 2011<br />PUB355<br />
    2. 2. The man your man could smell like<br />Created by ad agency Wieden+Kennedy<br />Launched February 8, 2010<br />Starring Isaiah Mustafa<br />
    3. 3. Personalized video responses<br />July 14, 2010: Old Spice Guy begins addressing fans<br />“Smart bombs,” more videos released over next two days<br />How did they do it?<br />
    4. 4. Results<br />23 million views in 36 hours<br />1.4 billion+ brand impressions<br />Facebook fans: +118%<br />YouTube subscribers: +227%<br />Twitter followers: +2,800%<br /> traffic: +300%<br />Traditional ad campaign becomes a conversation<br />“The footprint has grown”<br />Digg, Reddit, 4chan communities involved<br />
    5. 5. What about sales?<br />July 2010: sales increased 107% over past month<br />Competitors’ sales increased during this period as well<br />Couponing blitz: coincidence?<br />Verdict: impossible to tell<br />
    6. 6. Commentary and criticism<br /><ul><li>“The archetype of a successful social media campaign”</li></ul>Mashable<br />“A paragon of marketing in the information age”<br />Fast Co.Design<br /><ul><li>Awareness but no call to action
    7. 7. Impossible to determine effectiveness of ads vs. coupons</li></li></ul><li>The sweet smell of success<br />Humourplus well-liked brand icon encouraged organic sharing of ads, extend brand platform<br />Effective blend of paid, owned and earned media<br />Numerous parodies (Sesame Street, among others)<br />Old Spice voicemail generator<br />
    8. 8. References and resources<br />Advertising Age<br />Fast.CoDesign<br />Google Images<br />Mashable<br />TV By the Numbers<br />Wikipedia<br />YouTube<br />
    9. 9. Questions?<br />Thank you!<br />