Old Spice

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Internal pres on Old SPice social media ads. Contains (or contained ) some youtube vids -unsure if thy have been pulled through to slideshare

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Old Spice

  1. 1. Old Spice<br />Internal Meeting July 2010<br />
  2. 2. Something Cool... <br />
  3. 3. Something Cool... Old Spice<br />Advertising Heritage<br />Feb 2010: “I’m on a horse”<br />19m views<br />Wins Film Grand Prix @ Cannes<br />July 2010: “I’m on a bike” – 7m views<br />
  4. 4. I’m on a horse....<br />
  5. 5. Old Spice Responses<br />13 July: Old Spice Responses<br />Seed social networks with question invitations<br />Research and investigate response / key players<br />Gather together:<br />Small fim crew<br />Social media marketing staff<br />Scriptwriter<br />Technical resource<br />Produce over 180 video responses almost non-stop over 2 days <br />Realtimevids – conversation takes place<br />Takes on dangerous territory e.g. 4chan<br />Agency: Wieden + Kennedy<br />
  6. 6. Establishing authenticity<br />
  7. 7. Reddit response<br />
  8. 8. Created within hours...<br />
  9. 9. Reddit Goes Mental – voicemail discussion only<br />
  10. 10. Campaign Results<br />In 3 days:<br />5.9 million views, 22500 comments<br />Sales dip?<br />

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