Those Old Spice ads… did they really work?

Published:  August 9, 2010
Lee Barnsley
Those Old Spice ads… did they really work?

I think it’s safe to say that everyone has seen one of those Old Spice ads at some point over the past few months, but as the buzz now starts to die down and people actually look at the campaign in more detail, the ever important question now starts to be asked…. “Did it get results?”

Old Spice

Old Spice by W+K Portland USA

Well it would seem that the answer is a big fat “YES”. W+K recently produced a video case-study to highlight some of the the figures – showing that with an effective use of social media, you really can get the results you want.

This case-study has of course been produced by the agency themselves and the fact source citations aren’t provided, so I guess we’ll just put them down as ‘assertions’ for now.

Some of the keys stats highlighted by the agency…

  • 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 was the fastest-growing and most popular interactive campaign in history.
  • More people watched the videos in 24 hours than those who watched Obama’s presidential victory speech.
  • Total video view reached 40 million in a week
  • Campaign impressions: 1.4 billion
  • Since campaign launch, Old Spice Bodywash sales are up 27 percent. In the last three months up 55 percent and in the last month up 107 percent.

Watch the video here…

4 Responses

  1. jaykay

    how did these ads get such a massive second wave of popularity? i remember seeing the first one like 12-18 months ago, and all of a sudden there was a revival/second wave about 1 month ago. Strange how these things happen!

  2. The people that didn’t see it the first time started sending the ads virally again. Secondly, more of the ads appeared with the second burst and some of the really old ones as well.

    The video responses helped on youtube as well.

    Personally I think the ads worked because I’m buying Old Spice on ebay from the states.

  3. RyGuy

    Agency assertions indeed… They are the kings of number inflation. I don’t doubt it was a great branding exercise, but are the real numbers there in terms of sales?
    If only every agency could find a client who’s prepared to take a campaign the extra step instead of the ‘safe’ option.
    Then again, they are competing with 14 other agencies for the same account and campaign – so it better be good, or really really safe.

  4. If they wanted brand exposure, then it is a win, did it make me want to BUY any old spice? No, because it still smells like old spice…

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