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Social Media case study: Old Spice


Published on

Old Spice Viral Campaign analysis:

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

Published in: Business
  • 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

  1. 1. Social Media Campaign Case Study OLD SPICE By Kaïs Alibenali and Joséphine LIPP
  2. 2. Old Spice on Twitter
  3. 3. Old Spice on Facebook
  4. 4. Old Spice on Youtube
  5. 5. Old Spice Website
  6. 6. 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 ✔ traffic bumped by 300%
  7. 7. 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
  8. 8. Who is behind Old Spice? ➜  Wieden&Kennedy
  9. 9. Who is behind Old Spice? ➜  Procter&Gamble Co.
  10. 10. Who is behind Old Spice? ➜  Isaiah Mustafa, "The Man Your Man Could Smell Like"
  11. 11. 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)
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. Thank You. Kaïs Alibenali Joséphine LIPP @kaisalibenali @josephinelipp