Good Content for Viral Reaction
A brand that signified “old guys” has now become the scent of the “cool, sexy guy.” This brand image transformation has proven that a well crafted social media campaign can and does improve sales. Agency and producers, Wieden+Kennedy are making the claim that this campaign is the most successful in history, with over 1.4 billion impressions in the first six months of the campaign.
Old Spice has integrated the old and new in the delivery of their messages. TV ads deliver the message to the masses. Their YouTube Channel allows for the campaign to become viral. Twitter and Facebook provide access to the community of Old Spice fans where the spokesperson continues to interact and entertain his fans. His celebrity and the Old Spice brand spread another viral blast with the video responses to Tweets. The Alyssa Milano, Christina Applegate and Demi Moore responses are very entertaining as are all for the 200 Twitter responses produced.
Now you can get merchandise including downloads for ringtones and wallpaper. A clever and personal voicemail can be developed by “the man your man could smell like.”
Here are the aromatic results of the Old Spice campaign, “The Man Your Man Should Smell Like:”
- Old Spice is now the #1 body wash brand for men. The campaign increased sales by 27% over 6 months since launching (year on year) and in the last 3 months sales were up 55%.
- Day 1 the campaign received almost 6 million views (that’s more than Obama’s victory speech), day 2 Old Spice had 8 of the 11 most popular videos online, and on day 3 the campaign had reached over 20 million views.
- The campaign has generated 1.4 billion impressions since launching the ads 6 months ago.
- The Old Spice Twitter following increased 2700%.
- 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.
This is a campaign that proves the impact of social media on a campaign. The most exciting part of this campaign is the viral nature of the Twitter, Facebook and YouTube creative. I appreciate Weiden+Kennedy for sharing their results. As technology marketers we may not have the budget or the stomach for this type of creative execution, but we can see how the traditional and new media can work together in a campaign to generate interaction and responses.
Do you believe this campaign offers lessons for technology marketers?