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
Measuring the success of the 2010 Old Spice campaign
1. The ad campaign your ad campaign could smell like Measuring the success of the Old Spice campaign Courtney Meegan March 18, 2011 PUB355
2. The man your man could smell like Created by ad agency Wieden+Kennedy Launched February 8, 2010 Starring Isaiah Mustafa
3. Personalized video responses July 14, 2010: Old Spice Guy begins addressing fans “Smart bombs,” more videos released over next two days How did they do it?
4. Results 23 million views in 36 hours 1.4 billion+ brand impressions Facebook fans: +118% YouTube subscribers: +227% Twitter followers: +2,800% Oldspice.com traffic: +300% Traditional ad campaign becomes a conversation “The footprint has grown” Digg, Reddit, 4chan communities involved
5. What about sales? July 2010: sales increased 107% over past month Competitors’ sales increased during this period as well Couponing blitz: coincidence? Verdict: impossible to tell
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8. References and resources Advertising Age Fast.CoDesign Google Images Mashable TV By the Numbers Wikipedia YouTube
W+K: independent agency based out of Portland, OregonAwards won: Grand Prix for Film at Cannes Lions International Advertising Festival; Primetime Emmy Award for Outstanding Commercial
W+K copywriters, twosocial media experts and Isaiah Mustafa craft 40+ video responses to carefully selected people who had mentioned the brand or asked a question about it on Yahoo Questions.They also wrote video responses to celebrities and ‘influencers’ who had written about or mentioned the brand previouslyStrategic smart bombs — “fully customized, personal and things that people wanted to share” said Ian McBeth, Global Interactive Creative Director at W+KThey wanted people to wonder, “How are they doing this so quickly?”Special system built to capture real-time mentions and repliesAlso, they paid to promote a tweet on Twitter to “ensure” the campaign would go viral
[sources: Wikipedia, Ian McBeth]The brand broke into communities they were not previously a part of; more interestingly perhaps, they had not intended for this to happenAccording to Social Fresh: Facebook fans grew by 118% YouTube subscribers grew 227% Twitter followers saw the biggest bump at 2,800% growth
Proctor and Gamble will not release exact sales figures but say they are very pleased with the results of the campaign
“No QR code, no shelf-talkers, no coupons, no email list – no integrated marketing campaign.” – a commenter on a blog article about the campaign
[Source: David Hallerman, eMarketing Senior Analyst]