Here are all of the posts tagged ‘Huffington Post’.

Social media buzz. Advantage: Old Spice

by Jordan Stone in News Google+

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:

Huffington Post

Guy Kawasaki

Perez Hilton

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…

Fast Company also have an interview with our old friend Iain Tait who’s been working on the project:

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.

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

tagged: , , , , , , , , , , , , , , , , ,

We Are Social’s Monday Mashup #32

by Jordan Stone in News Google+

Visits to MySpace UK have halved in 6 months say sources
UK visits to MySpace have dropped from a from a peak of just under 10 million at the start of the year to around 5m as of the end of June 2010, according to a TechCrunch Europe source.

MySpace maintains the figures “aren’t accurate,” however independent measurement service comScore shows a similar decline in MySpace UK’s traffic over the past 12 months. Interestingly, Facebook is the third biggest referrer of traffic to the site.

Orkut about to fall to Facebook in India
Google-owned social network Orkut’s fortunes in India may soon be changing, as Facebook narrows the gap with the country’s most popular social network:

In May, 2010, Facebook attracted 18 million unique visitors in India, compared to Orkut’s 19.7 million (comScore). In the past year, Facebook grew 177 percent from 6.5 million Indian visitors, compared to 35 percent growth for Orkut.

By contrast, Orkut remains dominant in Brazil, “with 29 million visitors a months versus only 8 million for Facebook”. ‘Western’ social networks can sometimes run into challenges in gaining a toehold against local competitors (e.g. Facebook vs. China’s RenRen, 51 and Kaixin001), but Facebook’s growing popularity in India and Twitter’s rapid adoption in Japan suggest that this is not always the case.

Foursquare launches location layers – this is Big
Two Foursquare ‘location layer’ campaigns announced last week from the Independent Film Channel and Huffington Post signal big moves for the location-based service. The campaigns allow users to ‘opt-in’ to get news/tips/content pushed to them whenever they check in near an annotated location.

The development is culmination of several other experiments by Foursquare with partners, such as the Canadian newspaper chain Metro’s review integration in January, and the Wall Street Journal’s location-based news in April.

Social media boosts Domino’s Pizza’s UK online sales by 61.4%
NMA reports that online sales for the Domino’s have increased by 61.4% in the first half of 2010, in part down to innovative social media marketing over the past year:

Our main Facebook site has in excess of 36,000 fans and there are numerous fans of individual store sites too. In addition, we have led the way with social media initiatives such as affiliate marketing, our superfans programme and the development of a link up with Foursquare, the location-based social media site.

BMI integrates live Twitter feed onsite for city destination pages
BMI destination landing pages for cities around the world now incorporate ‘the uncontrolled madness’ of Twitter, thorough a feed dedicated to Tweets about the city in question. The Feeds are moderated for “swearing, competitors and racial slurs,” and feature alongside travel-related content like maps, tips and things to do. BMI wants to demonstrate their belief in transparency by moderating the feed as little as possible, and note they rely on an automatic filter list to automate most of it, and manually monitor sensitive destinations.

UK Government to use Facebook for ideas on cuts

The UK Government is teaming up with Facebook in the hopes of using the social network to harness ‘civic spirit’ in the country, and allow people to submit ideas for where public money might be saved.  The UK is the second largest country on Facebook, with over 26 million UK users. Users will be able to get involved:

…via a ‘Spending Challenge Channel’ on its Democracy UK page. There will also be microsites specially tailored to focus on key issues open for discussion and debate among the voting public.

The move follows the previous week’s launch of the Your Freedom website which was aimed at allowing users to submit suggestions for legislation they would like to see repealed or modified.

Facebook unveils child safety ‘panic button’ (which is just an app)
Facebook has announced that it will incorporate a ‘panic button’ to the social networking site, aimed at children and teenagers to allow them to easily report abuse to the UK Child Exploitation and Online Protection Centre (Ceop).

Facebook had previously resisted adding a panic button, and its launch follows ‘months of negotiations’ between Facebook and CEOP. But as Techcrunch reports:

while a few media outlets are reporting today that it has launched [a panic button], the reality is somewhat different. What Facebook is launching is a tailor-made marketing application and campaign for a government body which till now had no presence at all on the social network. That’s quite a different thing altogether.

Bebo had previously announced adding a panic button last November (not that it did them much good).

‘One third of young women check Facebook when they first wake up’
A recent study polled the habits of 1,605 adults using social media between May and June 2010, and uncovered some interesting online habits from both men and women on Facebook. Chief among them:

  • One third of women aged 18 to 34 check Facebook when they first wake up
  • 21% of women aged between 18 to 34 check Facebook in the middle of the night
  • 50% are happy being Facebook ‘friends’ with complete strangers

Facebook’s OpenGraph, Three Months Later
Three month’s after the announcement of OpenGraph at the Facebook F8 conference, fbLike has compiled a list of six OpenGraph use cases including CNN, Yelp, IMDB, Fandango, Levis and themselves.

In particular, the simplicity of the ‘like’ button comes into it own for Yelp, IMDB, Levis and Fandago, which allows for easy recommendations to be shared directly across a users’ new feed.

tagged: , , , , , , , , , , , ,