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)
[...] but did it actually impact sales? According to the marketing agency behind the campaign, it did. Since the original campaign launched with ‘Mustafa’, sales increased by 27% year on year. But in the 3 months after the height of [...]
[...] Old Spice lägger sina pengar där målgruppen finns För att verkligen se värdet av en social mediekampanj och hur den kan öka avkastningen på investeringen, är det värt att ta en titt på en av de mest kända och framgångsrika sociala mediekampanjer hittills: Old Spice. Old Spice Fallstudie [...]
[...] Spice’s popular YouTube campaign with Isaiah Mustafa certainly stirred up a storm. WK reported within one day of Old Spice’s “The Man Your Man Could Smell Like” [...]
[...] Procter & Gamble – Old Spice campaign in 6 months sales were up 27% [...]
[...] creative use of social media sites. And it worked really, really, really well. Here are some of the results from the [...]
[...] seems some great social campaigns of recent such as Old Spice Guy, Skittles’ Personality & Nike’s ‘Write the Future‘ though inspire give [...]
[...] but did it actually impact sales? According to the marketing agency behind the campaign, it did. Since the original campaign launched with ‘Mustafa’, sales increased by 27% year on year. But in the 3 months after the height of [...]
[...] over the long-term. For example, the well-known Old Spice social media campaign resulted in an 800% increase in Facebook interaction, and garnered the company a 107% increase in sales. This ended up being a great sales increase and certainly worth the effort. Tracking short-term [...]
[...] A brand as stogy as Old Spice can get its digital legs and runs a social media marathon to become the #1 body wash brand for men. [...]
[...] According to the marketing agency behind the campaign, it did. Since the original campaign launched with ‘Mustafa’, sales increased by 27% year on year. But in the 3 months after the height of the campaign, sales were up by 55%, reaching 107% in the final month of the social media campaign. And of course, Old Spice is now the number 1 body wash brand for men. However you choose to look at the campaign, these figures stand up to show that a social media campaign, well executed, can drive significant ROI for your business.” What is the value of a Facebook fan? [...]
[...] after the height of the campaign sales were up 55% and a whopping 107% in the final month. These numbers show that a well executed social media campaign can drive significant ROI for a [...]
[...] are the stats as at august [...]
[...] A brand as stogy as Old Spice can get its digital legs and runs a social media marathon to become the #1 body wash brand for men. [...]
[...] http://www.digitalbuzzblog.com/old-spice-social-campaign-case-study… Share this:TwitterFacebookLike this:LikeBe the first to like this. Comments RSS feed [...]
[...] http://www.digitalbuzzblog.com/old-spice-social-campaign-case-study… Share this:TwitterFacebookLike this:LikeBe the first to like this. Comments RSS feed [...]
[...] Old Spice lägger sina pengar där målgruppen finns För att verkligen se värdet av en social mediekampanj och hur den kan öka avkastningen på investeringen, är det värt att ta en titt på en av de mest kända och framgångsrika sociala mediekampanjer hittills: Old Spice. Old Spice Fallstudie [...]
[...] After Hours Bodywash’ and not collectively to all Old Spice products.Here’s what I pick from Digital Buzz After the Response video series shot with Mustafa’ – sales increased by 27% – In the 3 months [...]
[...] http://www.digitalbuzzblog.com/old-spice-social-campaign-case-study-video/ [...]
[...] Old Spice Case Study Figures – Digital Buzz [...]
[...] Old Spice Case Study Figures – Digital Buzz [...]
[...] Digital Buzz Blog [...]
[...] Statistics from Digital Buzz Blog. [...]
[...] here it is. And the Digital Buzz Blog has an excellent recap of the entire Old Spice social media campaign (which I did pull from, with all the appropriate credits, in my [...]
[...] exponentially, following the campaign launched with ‘Mustafa’ as the figurehead of the company. Sources indicate [...]
[...] Old Spice Social Campaign Case Study Video [...]
[...] Old Spice Social Campaign Case Study Video [...]
[...] Old Spice Social Campaign Case Study Video [...]
[...] lure of the medium is powerful. Various studies show that the proper use of social media can increase brand sales by 55% in some cases or by millions of dollars in others. However, in hindsight, the examples above prove that despite [...]