Who is in control of your brand?

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.

(Checkout the Old Spice You Tube channel to get up to speed, and how they wrapped up the campaign here)

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.

It’s a somewhat brash and simple campaign I discovered this morning reading twitter in bed. However, it’s far from new, from sometime June last year…?!?!?

To get your $100 voucher login to Facebook, add the VISA business network app (http://apps.facebook.com/visabusiness/signup/ ), and you’re done. You’ll receive an email with a $100 voucher!

With knowing if it’s worked or it’s actual objective, it looks like they’re trying to be a little like linkedin. Now VISA couldn’t possibly be paying $100 per lead so there must be something in it for FB.

Well done to VISA for building a community around something they value.

Thanks to @ourielohayon for tweeting it this morning, and dave at red fly marketing for the old but still relevant post.

Ps I’m posting this entry from my iPhone, excuse me if the links aren’t active, or anything else, it’s realm hard to use wordpress on an iPhone.

I’m in the process of putting together a list of social media campaign case studies, for people to learn what do to in this space. Along the way, reading one of my favourite commentators in the space, Laurel Papworth has taken the time to put together what she sees as good examples.

We could debate day and night if they’re good or why, but atleast there’s examples of good stuff…

http://laurelpapworth.com/case-studie-australian-social-media-campaigns/

If you’ve seen something work well in Australia or otherwise, post a link to it here or on Laurel’s blog.

Oh, and here are some ‘award winning’ examples from AIMIA

http://laurelpapworth.com/aimia-social-media-bandwagon-awards/

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Well, another brand who isn’t listening and their brand is being damaged… Because they’re simply not looking after their customers.

Shai Coggins had a great experience at Cafe Primo and posted a positive blog post about it… however, after the next few times she went back she posted a negative post on the experience.

Now, if you search for Cafe Primo Adelaide, the fourth listing is the negative post. They could fix this by contacting Shai and asking her how they could resolve these issues, then maybe resolve them. But atleast reaching out to Shai would help the situation… Leaving it damages their brand everytime someone searches for them in Adelaide. Funny and sad that they’re missing this opportunity.