“I’m on a winner” …Old Spice

The Old Spice commercial was first a YouTube success, followed by a TV ad, followed by a massive social media response campaign.

The results for the once old and decrepit brand are astonishing. It goes to show what effect thorough research and a great creative approach can have on the perception and sales of a product.

The Old Spice YouTube channel became the all-time most viewed channel.

Here is the Old Spice campaign by the numbers:

• On day 1 the campaign received almost 6 million views
• On day 2 Old Spice had 8 of the 11 most popular videos online
• On day 3 the campaign had reached over 20 million views
• After the first week Old Spice had over 40 million views
• The Old Spice Twitter following increased 2700% (probably off a lowish base)
• 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 (Amazing)
• The campaign has generated 1.4 billion impressions since launching the ads 6 months ago
• The campaign increased sales by 27% over 6 months since launching (year on year)
• In the last 3 months sales were up 55%
• In the last month sales were up 107% from the social responses campaign work
• Old Spice is now the #1 body wash brand for men.

Old Spice simply repositioned itself in the marketplace and influenced consumers through its creative campaign. That’s the power of a good marketing strategy well executed. Amazing!

You can read the full Marketing magazine article here.