So what has the Old Spice guy done for Old Spice?
Posted on 05. Aug, 2010 by Jonathan Cherry in Advertising
Following the massive sensation the Old Spice guy has cause on the Internet, the ol’ ‘effectiveness’ debate has re-emerged and questions are being asked of the agency [Wieden + Kennedy] and client as to how much Old Spice they’ve managed to sell since the dawn of the guy on a horse.
So the agency made a case study video and have released the following ‘facts’:
• Old Spice accounted for 75 percent of conversations in the category in the first three months of 2010.
• Half the conversations came from women.
• The YouTube/Twitter social media response campaign was “the fastest-growing and most popular interactive campaign in history.”
• More people watched its videos in 24 hours than those who watched Obama’s presidential victory speech. (Which most of us can agree is kinda sad.)
• Total video views reached 40 million in a week.
• Campaign impressions: 1.4 billion.
• Since the campaign launched, Old Spice Bodywash sales are up 27 percent; in the last three months up. 55 percent; and in the last month up 107 percent.
Better watch that video quickly before it gets pulled again, cause it’s apparently not meant for public viewing.
Are we impressed? Hell ja.
If these figures are even fractionally right, it’s a major coup for Old Spice [a brand that was globally struggling with an image problem] depending on what they paid Wieden + Kennedy for the campaign. Also it would be interesting to know from what base levels these impressive sales growth figures are pegged at.
Debates and cynicism aside – the success of it all is impressive.
More on: How Old Spice won the Internet – ReadWriteWeb
