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://www.algoquehacer.net/2010/08/08/old-spice-el-cachas-y-la-inmediatez.html Old Spice, el cachas y la inmediatez | Algo que hacer. Innovación en Marketing y comunicación digital.

    [...] Old Spice ofrece información y datos muy interesantes, también han publicado un vídeo del case study, bastante completo, que puedes ser a [...]

  • http://wearesocial.net/blog/2010/07/social-media-buzz-advantage-spice/ Social media buzz. Advantage: Old Spice / we are social

    [...] Update 3: Wieden+Kennedy have released a nice video case study of the campaign. [...]

  • http://www.web-jungle.com/2010/08/10/the-case-study-of-the-man-your-man-could-smell-like-old-spice/ The case study of “the man your man could smell like” (old spice) : Web Jungle

    [...] (found here) [...]

  • http://eight-eleven.com/social-media-watch-wks-old-spice-man-case-study Eight Eleven | Social Media Watch: W+K’s Old Spice Man Case Study

    [...] Spice Man” social marketing campaign results (such as 1.4 billion campaign impressions) are discussed in a video case study, above, by [...]

  • 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…

  • http://superscopemedia.com/blog/?p=1279 Superscope Report » Blog Archive » Branding News

    [...] Spice Man” social marketing campaign results (such as 1.4 billion campaign impressions) are discussed in a video case study, above, by [...]

  • 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.

  • http://www.mullen.com/2010/08/mountains-of-creativity-lessons-from-making-digital-work-ii/ Learnings from Boulder Digital Works | mullen.com

    [...] Old Spice [...]

  • http://stephaniefink.wordpress.com/2010/08/23/trendsetters-presentation-old-spice-social-media/ Trendsetters Presentation – Old Spice & Social Media « New Media Design Weblog
  • http://www.3hatscommunications.com/blog/2010/09/29/southern-public-relations-federation-evolution-2010/ Southern Public Relations Federation: Evolution 2010 | Marketing, Public Relations and Social Media Blog | Atlanta, GA

    [...] Old Spice Marketing Campaign by Wieden Kennedy, one of many blog posts on the case study [...]

  • http://ideasamplified.wordpress.com/2010/08/13/case-study-%e2%80%93-old-spice-social-media-phenomenon/ Case Study – Old Spice Social Media Phenomenon | Ideas. Amplified

    [...] Video Source: We Are Social [...]

  • http://stammen.no/sosiale-medier/old-spice-verdens-beste-kampanje-i-sosiale-medier Old Spice – verdens beste kampanje i sosiale medier – Stammen.no

    [...] Case study fra reklamebyrået bak Old Spice-kampanjen (We are social, August 2010) [...]

  • http://www.rango.cc/2010/12/ode-ao-macho/ Ode ao Macho | Rango

    [...] os grotões. Sim, os brutos também compram. Tendência observada e brilhantemente utilizada no renascimento do Old Spice. Várias outras campanhas vem pipocando por aí, divulgando produtos destinados aos machos, como a [...]

  • http://blog.wizz.be/archives/543 Old Spice & de spoofs « WIZZ blogt

    [...] In totaal werden op alle verschillende mediakanalen een overweldigende 1,4 miljard campagne-impressies gerealiseerd. De volledige Old Spice case werd door W+K in een mooie case study–video gegoten. Klik hier voor het filmpje (Eng.). [...]

  • http://clientedesigner.com/?p=2140 A “nova” criatividade

    [...] outro bom exemplo é o caso Old Spice: um excelente trabalho criativo que, em poucas horas, atingiu milhões aumentando as vendas e [...]

  • http://www.quora.com/Marketing/What-were-the-top-marketing-campaigns-of-2010#ans260115 Marketing: What were the top marketing campaigns of 2010? – Quora

    [...] comment at this time.  Tobias Wacker, Strategist. http://twitter.com/tobias... Old Spice. http://wearesocial.net/blog/2010…Insert a dynamic date hereCannot add comment at this [...]

  • http://rascasse.com/ldw-5-mobile-app-design-und-marktzahlen-fcommerce-gamification/ » LdW 5: Mobile App Design und Marktzahlen, fCommerce, Gamification » Rascasse GmbH – Agentur und Beratung für Digitale Innovationen

    [...] Interessante Nachbetrachtung der Old Spice Kampagne: Since the campaign launched, Old Spice Bodywash sales are up 27%; in the last three months up 55%; a…. [...]

  • http://tarrask.com/blog/genio-tambem-caga/ Como a lei brasileira só serve pra ajudar quem já tem dinheiro

    [...] ontem no twitter: a Wieden + Kennedy fez 80 vídeos em 3 dias, incluindo a redação dos textos. A linha de montagem desses vídeos não custou um milhão. Tenho [...]

  • 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.

  • http://www.conversition.com/battle-of-the-brands-axe-vs-old-spice/ Conversition » Blog Archive » Battle of the Brands: Axe vs Old Spice

    [...] This video by Wieden and Kennedy is a great summary of the Old Spice campaign. [...]

  • http://webtelevisionobserver.com/2011/05/tribune-premier-bilan-de-detective-avenue-par-laurent-guerin/ Tribune : premier bilan de Detective Avenue, par Laurent Guérin | Web Television Observer

    [...] en quelque sorte, mais qui, à l’instar de ce qu’a pu faire l’agence Wieden+Kennedy sur Old Spice, démontrent tout le potentiel de la « production en temps réel ». L’utilisation de Twitter [...]

  • http://socialgeekstuff.com/2011/first-class-marketing-tactics-know-your-customers-and-give-them-what-they-want/ First Class Marketing Tactics – Know Your Customers and Give Them What They Want | SocialGeekStuff.com

    [...] Data Source: We Are Social [...]

  • http://www.brandchannel.com/home/post/2011/07/20/Old-Spice-Guy-Fabio.aspx Old Spice Hairasses Isaiah Mustafa Legacy with Fabio as New Old Spice Guy

    [...] Fabio for a guest (if not permanent) stint replacing award-winning, hugely successful Old Spice Guy Isaiah Mustafa — who's hot on the scent of an acting career, from [...]

  • Notjudith Dex

    We can’t rely fully on sales stat.
    social media for churches

  • http://www.marketing-comms.com/blog/old-spice-adding-a-bit-of-old-humour-into-their-marketing-campaigns Old Spice Advert Wins Awards – Marketing Communications | Marketing Communications

    [...] latest statistics on Old Spice’s new marketing campaign show that it was the most viewed campaign in the first [...]

  • http://talentminded.com/expand-your-reach-showcase-employment-brand-with-user-generated-content/ Lessons in Recruitment Marketing: Eliciting User-Generated Content – TalentMinded

    [...] super users.  Whether they’re competing for a high value prize or simply taking part in a hilarious mind meld, users are more likely to share content that they’ve created [...]

  • http://www.rango.cc/ode-ao-macho/ Ode ao Macho | Rango.cc | Inspiração, referências e boas práticas publicitárias

    [...] observada e brilhantemente utilizada no renascimento do Old Spice. Várias outras campanhas vem pipocando por aí, divulgando produtos destinados aos machos, como a [...]

  • http://thesocialseries.com/2012/02/06/integrated-model/ A New Integrated Model | The Social Series

    [...] campaigns, such as the one for Old Spice highlight some of this new form of integrated marketing. By bringing together traditional [...]