Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
The ad campaign your ad campaign could smell like<br />Measuring the success of the Old Spice campaign<br />Courtney Meega...
The man your man could smell like<br />Created by ad agency Wieden+Kennedy<br />Launched February 8, 2010<br />Starring Is...
Personalized video responses<br />July 14, 2010: Old Spice Guy begins addressing fans<br />“Smart bombs,” more videos rele...
Results<br />23 million views in 36 hours<br />1.4 billion+ brand impressions<br />Facebook fans: +118%<br />YouTube subsc...
What about sales?<br />July 2010: sales increased 107% over past month<br />Competitors’ sales increased during this perio...
Commentary and criticism<br /><ul><li>“The archetype of a successful social media campaign”</li></ul>Mashable<br />“A para...
Impossible to determine effectiveness of ads vs. coupons</li></li></ul><li>The sweet smell of success<br />Humourplus well...
References and resources<br />Advertising Age<br />Fast.CoDesign<br />Google Images<br />Mashable<br />TV By the Numbers<b...
Questions?<br />Thank you!<br />
Upcoming SlideShare
Loading in …5
×

Measuring the success of the 2010 Old Spice campaign

4,545 views

Published on

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

Published in: Business
  • Be the first to comment

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 />Oldspice.com 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 />

×