Old Spice Social Campaign Case Study Video

Wed, Aug 11, 2010
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Well here it is. The Old Spice Social Campaign Case Study from WK. To save the judges some time this year, I’d suggest sending the pencils, lions, grand pix’ and the like straight to the WK head office in an overnight express bag, no need for a tracking code, everyone know’s who those awards will belong to! Check out the video above, the results are just as you’d expect.

The Old Spice Case Study talks us through the insight around targeting men & women at the same time to generate conversation around body wash. When it was launched online for the super bowl weekend (and TV shortly after) the campaign managed to capture 75% of all conversations in the category (although I’m sure that was off a small base) before every man and his dog was talking about the Old Spice ads.

To continue that success Old Spice & WK needed to take the campaign to the next level, Mustafa was now a household hero, and they wanted to engage the fans directly. And so the response campaign was born.

Over 3 days, a team of creatives, digital strategists, developers and producers filmed 180 odd videos around the clock, creating videos and responding directly to fans and celebrities in near real time to create what is now known as the best social campaign ever to have been created.

So here are a few of the stats… hold your breath…

  • On day 1 the campaign received almost 6 million views
    (that’s more than Obama’s victory speech)
  • On day 2 old spice had 8 of the 11 most popular videos online
  • On day 3 the campaign had reached over 20 million views
  • After the first week old spice had over 40 million views
  • The old spice twitter following increased 2700% (probably off a lowish base)
  • Facebook fan interaction was up 800%
  • Oldspice.com website traffic was up 300%
  • The old spice YouTube channel became the all time most viewed channel (amazing)
  • Thecampain has generated 1.4 billion impressions since launching the ads 6 months ago
  • The campaign increased sales by 27% over 6 months since launching (year on year)
  • In the last 3 months sales were up 55%
  • And in the last month sales were up 107% from the social responses campaign work
  • Old spice is now the #1 body wash brand for men.

I don’t think I need to add much more to that. I just really want to see what old spice has in store for us next, in fact i’m itching for it. (no pressure WK!) (via Creativity Online)

Help us share the digital goodness!

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    Posted by: Aden Hepburn

    13 Comments For This Post

    1. Sergethew Says:
      August 11th, 2010 at 2:29 am

      Another impressive thing is it’s a P&G brand!

      Lets hope this is a lesson for the rest of the family ;-)

    2. Simon T Small Says:
      August 12th, 2010 at 8:49 am

      A stat that was missed in this case study was the impact on searches for ‘Old Spice’ which increased nearly 1000% (according to Google Trends)

    3. Rockst4rstu Says:
      August 12th, 2010 at 7:38 pm

      I would be interested to know how they measure one month sales increase of 107% directly from the social responses campaign work? Surely the well executed TV ads that play out did their bit?

      This is great brand awareness and positioning campaign but will it change the long term sales for Old Spice? There has to be a new produce redesign and naming to match this success.

      Worth noting that the campaign also saw increased instore display, priority shelf space and offer promotions.

    4. Ryan Kelly Says:
      August 18th, 2010 at 1:45 am

      @Rockst4rstu – good point. And what’s the ROI on the campaign? The production costs, media spend, and just managing the social media has to be quite expensive. I wonder if the 22% sales increase from the previous year was an appropriate ROI for the spend.

      I also read that the Old Spice ads did not result in as much of a sales increase as the Dos Equis “Most Interesting Man in the World” series.

    5. Rob Gonda Says:
      August 18th, 2010 at 3:58 am

      Great numbers, but just like most case studies, they can be skewed on any direction .. check out my original independent metrics :: http://takemetoyourleader.com/2010/07/15/the-old-spice-social-media-campaign-stats/

    6. Brett Greene Says:
      August 18th, 2010 at 7:53 am

      We all agree that the Old Spice Guy campaign is by far the most successful campaign of the year. So why is it that after the You Tube farewell video aired Proctor and Gamble chose to abandon the Twitter account? (See http://twitter.com/oldspice)

      They spent tons of money on building an awesome campaign and left all of that momentum and leverage in the dust. P&G is the leading corporation in social media marketing so I’m surprised that they don’t understand that social media is about commitment and relationships, not just individual campaigns.

      Brett
      @BrettGreene
      http://oxsteinlabs.com

    7. heather ann snodgrass Says:
      November 9th, 2010 at 6:26 pm

      aden – video seems to no longer be working?

    8. heather ann snodgrass Says:
      November 9th, 2010 at 6:26 pm

      aden – video seems to no longer be working?

    9. heather ann snodgrass Says:
      November 9th, 2010 at 6:27 pm

      aden – video seems to no longer be working?

    10. Aden Hepburn Says:
      November 10th, 2010 at 7:21 pm

      Yeah, YouTube suspended my channel… Seems someone who’s sent me content to post on digital buzz has unfortunately had someone (production company or brand) claim it as theirs… and I’ve been blocked…

      Am fighting them for it as we speak!! 100 digital videos gone!

    11. Luke Knight Says:
      August 5th, 2011 at 7:16 pm

      Amazing stats, I loved the entire campaign from start to finish!

    12. Frank Zweegers Says:
      September 23rd, 2011 at 7:01 pm

      Great read. Shame, the vid doesn’t work anymmore.

    13. Aden Hepburn Says:
      September 24th, 2011 at 11:09 am

      Frank, thanks for pointing it out, I’ll fix that up! :)

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