measuring the success of the 2010 old spice campaign
DESCRIPTION
Measuring the success of the 2010 Old Spice campaign, including Old Spice Guy's personalized videos, and a discussion of the effectiveness of the campaign and concurrent coupon blitz across the market in terms of salesTRANSCRIPT
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Measuring the success of the Old Spice campaign
Courtney Meegan
March 18, 2011
PUB355
The ad campaign your ad campaign could smell like
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The man your man could smell like
• Created by ad agency Wieden+Kennedy• Launched February 8, 2010• Starring Isaiah Mustafa
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Personalized video responses• July 14, 2010: Old Spice Guy begins addressing fans• “Smart bombs,” more videos released over next two days• How did they do it?
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Results• 23 million views in 36 hours• 1.4 billion+ brand impressions
• Facebook fans: +118%• YouTube subscribers: +227%• Twitter followers: +2,800%• Oldspice.com traffic: +300%
• Traditional ad campaign becomes a conversation• “The footprint has grown”
• Digg, Reddit, 4chan communities involved
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What about sales?• July 2010: sales increased 107% over past month• Competitors’ sales increased during this period as well• Couponing blitz: coincidence?• Verdict: impossible to tell
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Commentary and criticism
• “The archetype of a successful social media campaign”• Mashable
• “A paragon of marketing in the information age”• Fast Co.Design
• Awareness but no call to action• Impossible to determine effectiveness of ads vs.
coupons
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The sweet smell of success• Humour plus well-liked brand icon encouraged organic
sharing of ads, extend brand platform• Effective blend of paid, owned and earned media• Numerous parodies (Sesame Street, among others)• Old Spice voicemail generator
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References and resources• Advertising Age• Fast.CoDesign• Google Images• Mashable• TV By the Numbers• Wikipedia• YouTube
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Questions?
Thank you!