Old Spice Viral Campaign analysis: Key factors of a successful digital campaign and key figures. Results and analysis.

2. Social Media Campaign
Case Study
OLD SPICE
By Kaïs Alibenali and Joséphine LIPP

3. Old Spice on Twitter

4. Old Spice on Facebook

5. Old Spice on Youtube

6. Old Spice Website

7. 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%

8. 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

9. Who is behind Old Spice?
➜ Wieden&Kennedy

10. Who is behind Old Spice?
➜ Procter&Gamble Co.

11. Who is behind Old Spice?
➜ Isaiah Mustafa, "The Man Your Man Could Smell Like"

12. 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)

13. 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

14. 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

15. 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

16. 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

17. 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

18. Thank You.
Kaïs Alibenali Joséphine LIPP
@kaisalibenali @josephinelipp
alibenalikais@gmail.com lipp.josephine@googlemail.com
www.musicmeetstheweb.com Luxurysocialmedia.wordpress.com