This Old Spice Case Study takes us through the insight around targeting men and women at the same time to generate conversation around body wash. When it was launched the campaign managed to capture 75% of all conversations in the category.
To continue the success Old Spice & Wieden + Kennedy created the next level, where Mustafa, now a household hero engaged with the fans directly. The response campaign consisted of around 180 customized videos which engaged the fans directly. Thus it became the best social campaign ever to have been created!
Here some stats of the campaign…
- 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)
- The campaign 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.
And without further a-due…the best social campaign ever…