Old Spice Campaign Case Study
If you’ve been following the Old Spice ads and think Mustafa is awesome, then here is the Old Spice Social Campaign Case Study from WK.
The campaign was designed to capture the attention of both men and women and create a buzz through conversation, which it did… very well.
Mustafa became a legend and they needed to find a way to engage with the new fans, which is how the Response Campaign was born.
Here are some stats from 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)
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.
Source
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