In case you were living under a rock, the Old Spice commercial was first a YouTube success, followed by a TV ad, followed by a massive social media response campaign that got the whole world talking.
The great thing about this case study, unlike many, is it highlights the impact on the bottom line.
Here’s the Old Spice campaign by the numbers, watch the video below for the background.
- 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 campain 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.
One thing they missed was the number of searches for ‘Old Spice’ on Google, which increased nearly 1000%.
Here’s the video
But it’s not over yet
I agree with Niall, that it’s not over yet, the results of this brand shift will have a long term effect on their revenue and opportunities in the market, if they choose to leverage it.
And although the spoofs were rife throughout the campaign (even World Vision had a crack), they may continue to pop up.
Thanks to Aden at Digital buzz for posting this case study of the massive Old Spice campaign.