The Old Spice campaign - Case Study


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This is a case study of very popular online marketing campaign by Old Spice. A milestone case in current social media landscape. A case to read about. Must watch for social media evangelists, marketers, managers.

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The Old Spice campaign - Case Study

  1. 1. The Old Spice Commercial<br />
  2. 2. First ad<br />P&G began this with a super bowl ad in february where they introduced The Old Spice man.<br />A shirtless man with great physique and sense of humor.<br />The Old Spice Man promised women that he is “The Man your man could smell like”<br />
  3. 3. Commercial<br />
  4. 4. Social Media presence<br />
  5. 5. Facebook<br />
  6. 6. Youtube<br />
  7. 7. The Viral day<br />5 months later, company decided to bring The Man to life again.<br />One one fine morning, company posted this message on its twitter and facebook account: "Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice Man shows up @Old Spice." <br />And the story begins…<br />
  8. 8. The two day phenomenon<br />As people started posting questions, The Old Spice man started posting videos of replying to those queries in near real time manner.<br />Company produced 180 videos in less than 2 days, generating lot of buzz.<br />They interacted with celebrities, influencers and fan’s queries through videos<br />
  9. 9.
  10. 10. Behind the scenes<br />Old Spice had crew of social media experts sitting in a room and analysing whole phenomenon in real-time.<br />They identified potential influencers on twitter and social media.<br />They asked creative team to write hilarious scrip and shoot video response.<br />Then they posted videos in near real time manner on youtube and kept on interacting with celebrities.<br />
  11. 11. Youtube and Twitter stats<br />
  12. 12. Success<br />Videos were uploaded on – 12th, 13th and 14th July.<br />Total video views during first week– 35.7 mn<br />Effect<br />Channel Views: 11,284,603<br />Total Upload Views: 133,014,300 (includes original commercial 5 uploaded months back)<br />Subscribers: 162,319<br />Fans on Facebook: 807,845<br />Twitter followers: 110,323<br />#1 most viewed channel on youtube in July.<br />#2 most subscribed channel of all time.<br />
  13. 13. Most popular video virals – all time<br />
  14. 14. 58k new Twitter followers, 29k new Facebook fans, 6.4MM views of the campaign video + 5MM views of all responses in 48h<br />