Here are all of the posts tagged ‘Campaign’.
After the third day of activity, Isaiah Mustafa and Old Spice have bid farewell to their ‘Internet friends’ and recorded their final YouTube video. Much has been written about the campaign over the last few days (see our case study with links here), and the buzz on blogs and Twitter have been explosive.
Here at We Are Social, we were a bit curious as to what the viewing figures looked like so we had a closer look at the Old Spice YouTube Channel. This is what we found:
- Total videos uploaded: 183
- 12 July, 2010: 29 videos uploaded
- 13 July, 2010: 89 videos uploaded
- 14 July, 2010: 65 videos uploaded
- Combined viewing figures: 10,954,096
- Average video view (mean value): 59,858 views
- Median value: 40,536 views (Re: Idgit | Old Spice)
- Most watched video: 511,694 views (Re: Perez Hilton | Old Spice)
15 Most Popular Videos
|Rank||Video Name||Views||Date Uploaded||Video #|
|1||Re: Perez Hilton | Old Spice||511,694||13-Jul-10||32|
|2||Re: Anonymous | Old Spice||382,728||13-Jul-10||39|
|3||Re: @kevinrose | Old Spice||329,258||12-Jul-10||16|
|4||Re: @kpereira | Old Spice||290,461||12-Jul-10||27|
|5||Re: rosemcgowan | Old Spice||275,472||13-Jul-10||118|
|6||Re: jsbeals | Old Spice||233,838||13-Jul-10||108|
|7||Re: @TheEllenShow | Old Spice||231,960||12-Jul-10||1|
|8||Re: @Gizmodo | Old Spice||199,040||13-Jul-10||110|
|9||Re: Starbucks | Old Spice||177,008||13-Jul-10||113|
|10||Re: Alyssa_Milano | Old Spice||172,294||13-Jul-10||55|
|11||Re: Alyssa_Milano | Old Spice||165,338||13-Jul-10||88|
|12||Re: wheresweems | Old Spice||157,028||13-Jul-10||115|
|13||Re: pandarr | Old Spice||151,069||14-Jul-10||144|
|14||Re: themrchris0426 | Old Spice||149,183||13-Jul-10||117|
|15||Re: Laiba | Old Spice||144,450||13-Jul-10||3|
Among these popular videos, celebrities and key online figures standout like Perez Hilton, Alyssa Milano and Kevin Rose. The video directed at ‘Anonymous’ deserves a special mention:
According to ReadWriteWeb:
How loved has the new campaign proven to be? 4Chan, the anonymous nihilist obscene messageboard from whence sprang memes like LOLCats and RickRolling, was the subject of [Anonymous]… 4channers hate everything, especially people who talk about 4chan – which this savvy man in a towel did not do.
And now it occupies the second most watched spot, which is no small feat.
This covers off on the publicly available viewing figures (which have surely grown during the time of writing this), but there is surely so much more that can be learned from how the online audience behaved with this campaign and from the viewing behaviour on YouTube. Things like:
- Comments – Which videos were the most discussed/engaging? Was there any discussion of purchase preference or the Old Spice product in these comments, and how can this be fed back into product marketing and development?
- Demographics – Which audience(s) did this campaign appeal to the most? What is the age/gender make up, and the geographic spread of viewers? How does this compare with Old Spice’s target customer?
- Sharing data – How did the Old Spice videos make their way across the web? How did videos reach secondary and tertiary audiences? What were the most important platforms in driving this reach (Twitter vs. Facebook vs. Reddit vs. Digg vs. blogs)?
- Embed data – Who and what were the most popular / influential sources to embed the videos? What was the ratio of views on YouTube, compared to views of videos embedded elsewhere?
The opportunities for measurement are almost endless, and Wieden + Kennedy / Proctor & Gamble are sitting on some very interesting data behind the YouTube account login. We definitely hope to learn more over the coming months.
Meanwhile Twitter over the last few days has been busy:
Since 13 July 2010 there’s been about 175K Old Spice related tweets, and they were broken down as follows:
26% were retweets, which indicates how readily people passed around the content online. Meanwhile 8% were @replies, and the overwhelming majority of those were directed at @oldspice, showing that people were quite keen to get involved (even me). The remaining ‘regular tweets’ were, by and large, people commenting about the ‘old spice guy’/’old spice man’ videos as they watched, and shared the YouTube links. A cursory read of these Tweets were found to be extremely positive, which probably comes as no surprise. A word cloud, drawn from a sample of 10,000 Tweets from 13 July – 15 July tends to support this:
It’s worth noting that words like hilarious, like, love and awesome are among the 50 most prominent words of the 157,849 rendered in the word cloud.
So what now? It appears that Wieden + Kennedy and Old Spice have created a bit of a monster, but have phased out activity while it was still fresh and universally liked. I imagine the video viewcount will continue to climb as people make their way through all 183 videos, and the Twitter buzz will likely calm down. I expect attitudes towards the brand will remain positive, though it will be really interesting to see if this translates directly into sales.
As succesful as this campaign has been however, I can’t say that I envy the people behind it… I mean, how do they top that? Naturally, we’re hoping they (or perhaps even, we) do!
The Cannes Film Grand Prix-winning Old Spice campaign has evolved over the last 24 hours to dominate discussion in social media, in what is sure to become the ‘case study du jour’ for the foreseeable future.
“The Man Your Man Could Smell Like” spot from Wieden + Kennedy Portland was launched in February during the Super Bowl. It featured Isaiah Mustafa, a former NFL athlete, being totally awesome and became an almost immediate hit online. It has since racked up almost 13 million views on YouTube, with a couple new iterations launched in recent weeks.
Yesterday, however, the marketing campaign took a different turn and really got ‘social media right’. It’s been updated and sees Isaiah Mustafa respond directly to YouTube comments, Tweets, Yahoo! Answers and blog posts about him in 117 publicly available, timely and personalised video messages.
To ensure maximum coverage Old Spice replied to some of the most popular personalities on Twitter, such as @Biz (Twitter co-founder), @ryanseacrest (TV personality), @kevinrose (Digg founder), @Alyssa_Milano (actor), and @guykawasaki (social media thought leader). Blogger Perez Hilton’ s video response has already clocked up over 115k views. They’ve also hit up media outlets like GQ, Huffington Post, Gizmodo and The Ellen Show. Starbucks have even managed to get in on the action.
So what are the results? It’s still early to tell, but a few things are apparent.
The activity, according to Campaign, appears to be targeted at the ‘Twitter generation’ and it seems to be doing the trick. There has been a noticeable increase in followers to the @oldspice account, as well as a surge in conversation volume about the brand over the past 24 hours.
Searches for “old spice” or oldspice for the last week up until 10.45am today turned up the following:
That’s pretty spectacular, and the volumes were enough for Old Spice to trend on Twitter. What’s interesting though, is that Old Spice started yesterday as a Twitter Promoted Trend, but quickly ‘earned’ the status. TechCrunch explains:
[Old Spice] also just redefined the model for Promoted Trends. Old Spice is a promoted Trend, which takes you to the Old Spice Twitter account highlighting these videos as individual responses addressing each Twitter user who gets their own Old Spice commercial. The irony is that if Old Spice hadn’t paid to be a promoted Trend, it probably would have made it as a Trending Topic organically.
This morning Old Spice is still trending, organically.
There has been a similar increase in discussion on blogs as well. Again, a simple search for “old spice” or oldspice for the last week up until 11.45am today turned up the following:
But a key question is: can this goodwill and online buzz translate into sales?
Though the original adverts have been a massive hits, and clocked up millions of views on YouTube, sales of Old Spice haven’t necessarily seen the same upward trend. Just yesterday AdWeek reported that sales of the Old Spice body wash have actually dropped 7 percent over the last year.
So this surge of social media activity certainly comes at an interesting time, and it will be worth keeping an eye on, especially as brands like Dominos Pizza publicly pin their good fortunes on social media activity.
Ultimately, this level of social media engagement which was born from a television advert is really remarkable. Old Spice has done a great job in updating the campaign so that it really ‘works’ online. Most importantly though, the video responses are consistently funny in their own right, making it hard not to love this campaign.
So on that note, we’ll leave you with Isaiah Mustafa’s responses to The Huffington Post, Guy Kawasaki and Perez Hilton – some of the finest examples:
Update: ReadWriteWeb has the lowdown on how the Old Spice videos are being made:
A team of creatives, tech geeks, marketers and writers gathered in an undisclosed location in Portland, Oregon yesterday and produced 87 short comedic YouTube videos about Old Spice. In real time. They leveraged Twitter, Facebook, Reddit and blogs. They dared to touch the wild beasts of 4chan and they lived to tell the tale. Everybody loved it; those videos and 74 more made so far today have now been viewed more than 4 million times and counting. Here’s how it’s going down…
One of the unique things taking place in the studio is we have a team of social media people, we have the Old Spice community manager, we have a social media strategist, a couple of technical people, and a producer. And we’ve built an application that scans the Internet looking for mentions and allows us to look at the influence of those people and also what they’ve said. They’re working in collaboration with the creative team that are there to pick out the messages that: 1. Have creative opportunity to produce amazing content; or 2. Have the ability to then embed themselves in an interesting or virally relevant community.
Iain also gives more background on the project on his own blog.
And now it seems, the end has arrived, with this closing message from Isaiah:
Update 2: We’ve conducted some in-depth analysis into the results of the campaign – Old Spice videos viewed 11 million times.
Three years into its existence, the recent media frenzy around celebrity Twitterers, including Stephen Fry and Jonathan Ross, and Barack Obama’s successful use of the medium in the run-up to the US election, has seen the popularity of the “microblogging” site increase 27-fold in 12 months.
Advertisers could learn a lot from celebrity Twitterers using the site to shape their personal branding, creating a close, one-on-one relationship with their fans without constantly filtering their thoughts through a PR sieve.
Robin Grant, the managing director of the social media agency We Are Social, which advises Fry on his use of Twitter, explains: “The advice we gave to Stephen centred on being himself and having genuine conversations with people. It’s the same for brands. It’s about being human, showing your real personality and allowing people to connect with you on an emotional level.”
The article then gets quite bizarre, with Flo Heiss, the creative partner at Dare giving this advice about who should sit behind a brand’s account:
It could be a real person, such as a receptionist, or character made up by yourself
How about an imaginary friend who’s a receptionist, Flo? On to David Bain, an ‘internet marketing consultant’:
it’s cleverer when you don’t anthropomorphise it. What if an inanimate object was to Tweet, for example?
Why is it cleverer David? And what would it say? Amelia Torode, managing partner at VCCP:
It has to be a friendly, chatty brand. A brand such as Coca-Cola would be too large in its entirety. You need to work less at a higher-brand level and go down to the actual campaigns or smaller brands under the umbrella in order to start up the conversation.
Not quite as unhinged as Flo and David admittedly, but I’d point to the examples of brands like Burger King, Southwest Airlines, Whole Foods, Starbucks, JetBlue and even VCCP’s client O2, who are having meaningful and useful conversations at the higher-brand level. As usual, our friend Faris Yakob talks sense:
Previously we had a model of buying attention from media companies. Now we’ve got direct relationships so we have to earn that attention – we have to earn it by being entertaining, useful and also nice.
To be honest, there is no ‘right approach’, but there are some general principles that apply (as expressed by myself and Faris above) and then there is the hard won experience at the coalface, learning what works and what doesn’t, that brands doing it themselves (and the agencies like ourselves helping them) have acquired. Most importantly your approach should be built around, yes, you guessed it again, the business objectives you’re trying to achieve.
This diagram from Fallon’s Aki Spicer of six different potential participation strategies brands could use is a useful thought starter (each of which of course might be used in combination or not at all), but even the approaches I deliberately ridiculed above could be valid in the right circumstances. Fictional characters can work really well as part of a campaign as VCCP’s own Compare the Meerkat work shows, and I’m sure at least one of Zappos’ receptionists is on Twitter. Even inanimate objects might have their place – in fact I’ve been trying to persuade Kew Gardens to get their plant life on Twitter for a while now.
But deciding on a strategy is only the first and easiest step. The hard work is the day after day of micro-interactions with real people, and striking the right balance between the opportunities and risks presented by having a real person as the voice of the brand, which I touched upon in the hotly debated post on learning to speak human. David Armano brilliantly investigates this dynamic in The Age of Brandividualism and his recent follow-up, Battle of the Brands (both of which are required reading here at We Are Social towers):
For each brand on Twitter, there’s an individual (or individuals) behind that effort. It’s both business and personal. The two have become one. The tactic comes from a fundamental truth when it comes to the social spaces on the Web. People want to talk to other people. They want transparency. They want to know who they are talking to.
The potential reward of course, is the ability to spread surprise and delight, turn negative word of mouth into positive and to really engage people with your brand at an emotional level. There is no greater prize…
This week, the IPA published a report snappily titled Social Media Futures – The future of advertising and agencies in a networked society. A 10-year perspective, the launch of which was covered both by the FT:
Two-thirds of advertising agencies are not prepared for the industry changes prompted by social networks and new forms of digital media
For agencies used to what one senior executive calls a “broadcast mindset”, the social networking phenomenon and the way it empowers consumers can seem seriously scary. Which makes this week’s warning from the IPA that, when it comes to social media, the majority of agencies “aren’t getting it” all the more disturbing.
The Campaign piece includes some good analysis of the state of play, including this from Mark Collier, Managing Partner at Dare:
Social media should be viewed as a discipline in its own right and doing it properly will require genuine specialists who live and breathe it. But it will need to be closely allied to core marketing strategy and execution if it is to be relevant and effective.
And this from Steve Henry, the former TBWA\London Executive Creative Director:
The current agency model needs rethinking because it’s run out of steam. Remember that a lot of digital agencies are ten years old and you have to ask if they’re flexible enough to seize the opportunities on behalf of clients. Many clients are starting to feel that the agency they need doesn’t exist. That’s to say one that understands the mechanics of social networking as well as delivering the upstream strategy and thinking.
These are the very reasons we set-up We Are Social in June last year (combined with a similar malaise in the PR industry), and I’m confident that what we’re doing addresses Mark and Steve’s concerns head on.
Essentially, the IPA gathered a group of industry social media champions across agencies & media owners. Then bored them