4.8.10

"Did the Old Spice campaign really work?"


Old Spice says it's ecstatic with the results, and most independent analysis appears to back them up. Until now, Old Spice agency Wieden + Kennedy has generally stayed out of the effectiveness debate. But now the shop has released a video case history of the campaign, shown below, explaining how it sought to reach women and men simultaneously. 


It's mostly a sizzle reel of the spots, their many imitations and the campaign's impact in pop culture. W+K marshals an array of data points to buttress the it's-a-success side. The agency's video doesn't provide source citations for the facts, so I guess we'll put them in the "assertions" bucket. With that caveat, here are some of the key 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 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.



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