Wieden+Kennedy’s Old Spice case study

by Robin Grant in News on 10 August 2010 at 16:45 Google+

Wieden+Kennedy have released a nice video case study of their recent Old Spice social media campaign, calling it

the fastest-growing and most popular interactive campaign in history

Some of the things they highlight are:

More people watched its videos in 24 hours than those who watched Obama’s presidential victory speech
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%; in the last three months up 55%; and in the last month up 107%

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http://fulbournmill.blogspot.com Ed

There's probably a lot of brand loyalty among older surfers, with fond memories of the campaigns of the 70s.
http://twitter.com/ggheorghiu Gabriel Gheorghiu

We all know that the campaign was amazing, but i wonder how many of us think the product is also great.

I guess we'll see in a couple of months or an year.
Kiera

Does it even matter? What matters is that W+K has struck gold.
http://twitter.com/PlannerRick PlannerRick

How much did it cost? Superbowl ads aren't cheap…
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Alexia

sales stats can be manipulated to say anything… if they're up from the period following launch and it's from a small base, then 27%-100% is not a lot… a better indicator would be share of market…
http://twitter.com/tomguinness Tom Braybrook

Totally agree with Alexia.. Reports have quoted Gillette body wash sales to be up +272% for the same period through a BOGOF promotion on TV (http://adage.com/article?article_id=145096).

I think this campaign is a massive success in terms of how reactive W+K were with producing video content and how clients should approach this moving forward. But let's not start dressing this up as something that generated positive ROI or huge uplifts in sales – costs would have been far too much.
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Jan

ok… i don’t get it. In the first 6 Month after thiscampaign was started, sales increase 27 % and in the last month 107%. Is that the last of the 6 month he mentioned earlier? Because when the case study came out, only 6 month since the start of the campaign have past. Please help! Thanks
Jan

by the way …was this shown in during superbowl or was it just uploaded the same weekend?
http://www.imNylon.com ImNylon

You are 100% right. Market share was flat even though sales were up because the category had incredible growth.
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Notjudith Dex

We can’t rely fully on sales stat.
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