The Old Spice social media campaign was a success due to its humorous and personalized YouTube videos and engagement on Twitter and Facebook. Over 100 million YouTube views were generated and 80,000 Twitter followers acquired in 2 days. The campaign was created by Wieden+Kennedy for Procter & Gamble and starred Isaiah Mustafa. Its use of social media allowed direct interaction with fans. While viral in nature, the document recommends focusing on sustainable long-term ROI and properly integrating digital into overall marketing strategy.

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