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)
Another impressive thing is it’s a P&G brand!
Lets hope this is a lesson for the rest of the family
[...] Buzz Blog (a must subscribe if you are into social media) just released the Old Spice social media campaign case study from the creatives at Wienden+Kennedy advertising. The results of this campaign are staggering. [...]
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)
[...] Source Share and Enjoy: [...]
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.
[...] UPDATE (08.11.2010): digitalbuzz blog posted a break down of the campaign’s impressive stats. [...]
@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.
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/
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
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[...] these days likes to point to Old Spice as a good case study. The the campaign’s success online had absolutely nothing to do with its Facebook page, [...]
aden – video seems to no longer be working?
aden – video seems to no longer be working?
aden – video seems to no longer be working?
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!
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[...] Companies are finally seeing that integrated campaigns can have a positive return such as the Old Spice campaign which started as a commercial, then got integrated after the suds had subsided. Old Spice is now the, “#1 body wash brand for men” (Source: http://www.digitalbuzzblog.com/old-spice-social-campaign-case-study-video/). [...]
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[...] been much-lauded for putting together one of the best social media campaigns we’ve seen yet, with tremendous results, including a 107% increase in sales and mimic campaigns by the folks at Blendtec (campaign gurus in [...]
[...] Old Spice put out a message on its social networks, asking followers “If you could ask the Old Spice Man a question, what would it be?”. Individuals, both celebrities and consumers alike, began asking their questions. For each response, a short video was produced of Mustafa answering the question and uploaded to YouTube. This continued throughout the day for various questions. By the end of the first day, the videos produced had received over 6 million views on Old Spice’s branded YouTube page. The next day, WK released more videos, providing Old Spice with 8 out of the 11 most popular videos anywhere online for that day. By day three, the campaign had reached over 20 million views and was an online success. [...]
[...] you think about social media marketing, your first thought is probably for consumer campaigns like Old Spice that generated over 40 Million views for it’s YouTube videos in the first week alone, or other [...]
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[...] 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 [...]
[...] 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 [...]
[...] 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 [...]
[...] by creating 180 videos to respond to comments from the audience. This kind of interaction created a frenzy that had never been seen [...]
[...] the agency who created Mustafa and over 180 videos in just 3 days, did more than just create a character and a bunch of content. They responded to [...]
Amazing stats, I loved the entire campaign from start to finish!
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Great read. Shame, the vid doesn’t work anymmore.
Frank, thanks for pointing it out, I’ll fix that up!
[...] but did it actually impact sales? According to the marketing agency behind the campaign, yes. Since the original campaign launched with Isaiah Mustafa, sales increased by 27 percent. But in the three months after the [...]
[...] but did it actually impact sales? According to the marketing agency behind the campaign, yes. Since the original campaign launched with Isaiah Mustafa, sales increased by 27 percent. But in the three months after the [...]
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[...] Old Spice med Jesaja Mustafa i huvudrollen är en succe på fler än ett sätt. ”I´m the man your man could smell like” löper genom hela kommunikationen. Det började som reklamfilmer och klipp på You Tube, som sedan blev till webbplats. Förutom att människor skapade sina egna ”Old Spice-klipp” på You Tube valde man att göra egna videoklipp där Mustafa svarade på tweets som skickats till honom i sociala medier. Genilaiskt! – Efter den första veckan Old Spice hade över 40 miljoner visningar – Följare på Twitter ökade 2700% – Facebook fan interaktion ökade med 800% – Old Spice är nu # 1 Body Wash varumärke för män (aug 20120) – statistik är hämta från Digital buzz [...]