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BizReport : Social Marketing : July 29, 2010
Sweet smell of success for Old Spice video campaign
The Old Spice viral video campaign has been a rip-roaring success. Initial reports gave the impression that the Old Spice Guy had racked up a lot of eyeballs but not much revenue, however recent data, which include figures from the viral campaign's final thrust, show that Isaiah Mustafa pulled in the cash, too.
According to data from The Nielsen Co. and SymphonyIRI Group, the Old Spice ads weren't a wash-out. On the contrary, they produced a flood of sales with more people than ever now "smelling like the man your man could smell like".
- Sales of the body wash jumped 55% in the last three months.
- During the last four weeks alone, sales of the product rose a whopping 107%.
This latest rise is probably due, in part, to the campaign's crescendo - the "Responses" videos. For twelve hours a day over three days, a team of 35 people, including "digital community managers" and three writers, collaborated to encourage and collect fan questions. Video responses were then produced and aired online as quickly as possible. The questions were answered by Old Spice Man in his usual witty and uber-confident manner.
In the week following the Old Spice "Responses" campaign the team posted 183 individual video responses on the Old Spice "I'm on an Internet" YouTube channel. They attracted over 35.7 million unique views. In fact, the Old Spice channel was the most-visited YouTube channel that week and is now the third most-subscribed channel ever in the site's "sponsor" category.
Isaiah, a former NFL footballer, is rumored to have been offered a part in a movie starring Jennifer Aniston.
Tags: online video, social media, video ads, viral video
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