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Social Media case study: Old Spice

Social Media case study: Old Spice



Old Spice Viral Campaign analysis:

Old Spice Viral Campaign analysis:

Key factors of a successful digital campaign
and key figures.
Results and analysis.



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  • would like to know how to analyze the old spice print ad from Cosmo---the one showing a young man, split down the middle--half college preppy, half heavy metal head banger holding three bottle of old spice
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  • Just off a Harvard Business School Virtual Learning Seminar with Professor Mikolaj Jan Piskorski; subject: Understanding Users of Social Networks. During the seminar he referenced the Old Spice Campaign as a benchmark of excellence in corporate marketing use of online networks. Here is one analysis of that campaign.
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    Social Media case study: Old Spice Social Media case study: Old Spice Presentation Transcript

    • Social Media Campaign Case Study OLD SPICE By Kaïs Alibenali and Joséphine LIPP
    • Old Spice on Twitter
    • Old Spice on Facebook
    • Old Spice on Youtube
    • Old Spice Website
    • Old Spice figures ✔  No. 1 all-time most-viewed sponsored channel on YouTube ✔  More than 100 Millions views for the videos on Youtube ✔  80,000 Twitter followers in 2 days ✔  740,000 Facebook fans ✔  Facebook fan interaction jumped 800% since the launch of the personalized videos ✔  Oldspice.com traffic bumped by 300%
    • WTF is Old Spice? ➜  A Unique Online interactive strategy ✔  During three days: July 12 -14 2010 ✔  The Old Spice guy engaged directly with his fans and consumers ✔  Sending personalized messages ✔  Through 205 humorous 30-second YouTube videos
    • Who is behind Old Spice? ➜  Wieden&Kennedy
    • Who is behind Old Spice? ➜  Procter&Gamble Co.
    • Who is behind Old Spice? ➜  Isaiah Mustafa, "The Man Your Man Could Smell Like"
    • Why using Social Media? ✔  « The campaign started with a great traditional commercial, but then let social media do precisely what social media does best. » ✔  « Social media is not about broadcasting a message, it's about connecting people» (Mark Federman)
    • Why Youtube? ✔  Enable of embed it ✔  It can go everywhere, very quickly ✔ People are familiar with the ways of sharing it, liking it, and favoring it ✔  Using videos was appropriate in relation to the prior TV ads
    • Reasons to sucess? ✔  Previous TV spots built the audience ✔  Great balance between engaging celbrities, influencers, common folks and popular social media sites ✔  Charming, entertaining and very funny ✔  Personalized content : talking directly to your customers ✔  Real time is what drives the Internet
    • Key learning points ✔  To bring social media experts right into the creative process > Social Media specialists were working closely with the creative team ✔  To have great trust between the company and the agency > Key factor when it’s « real-time » campaign
    • The results ✔  Positive impact on brand image ✔  It helps picking up market shares ✔  But difficult to measure the real gains of the campaign The four weeks ended June 13,Old Spice's sales were up 106% // Sales of Gillette body wash were up 277% with buy-one-get-one-free coupons and TV ads
    • What’s next? ➜  Viral VS Sustainablity ✔  Viral and WOM is good but short-living ✔  Keep being focus on the ROI in the long-term ✔  Don’t forget your marketing basis: > Products do something, advertising tells something ✔  Build a proper marketing strategy > Define a brand position, identify relevant consumers insights > Integrate Digital in your global marketing strategy
    • Thank You. Kaïs Alibenali Joséphine LIPP @kaisalibenali @josephinelipp alibenalikais@gmail.com lipp.josephine@googlemail.com www.musicmeetstheweb.com Luxurysocialmedia.wordpress.com