Here are all of the posts tagged ‘Old Spice’.
Many marketers ignorant of social media conversation around their brand
Alterian’s annual survey of 1500 marketers brought with it surprising findings, with 70% of marketers having little or no understanding of the conversation surrounding their brand. The good news, we suppose, is that 80% thought that their brand was at risk from not tracking online conversations enough. You don’t say….
FTSE100 companies growing use of social media
As the graph below shows, FTSE100 companies are using social media more than ever.
50% more are using Twitter compared to twelve months ago, and there has been a 200% increase in the number of company blogs, but these ‘large percentage’ increases merely indicate how few companies were engaged in social media twelve months ago. The truth is, even on Twitter – the platform with the biggest uptake – the percentage of companies using the service is below 50%. There’s no getting away from one startling conclusion: The FTSE100 has some catching up to do compared to their American counterparts.
Women using online communities and social networks very differently
Some interesting research from Burke has found that women find online communities a lot more useful than Facebook.
As the chart shows, women love social networks like Facebook and Twitter – but for entertaining them and looking at family photos. When they’re interested in buying a product, they’re far more interested in what internet users think of it, and they also find these communities useful for finding out which new products on the market are best. Which goes to show, just as we’ve always said, forums and communities should not be forgotten and are a vital part of a brands social media strategy
Facebook launch Sponsored Stories
Last week Facebook launched Sponsored Stories, a new way for advertisers to get to their target audience, which will could be available on a self-serve basis soon. Based on the idea that people trust recommendations from their friends, companies can now choose to take certain user actions – such as check-ins – and feature them in the right-hand column of the news feed. The thinking behind Sponsored Stories – and why Facebook thinks it is the future, is explained in this video:
There could be a backlash coming though, as there is no opt-out feature to stop advertisers using your check-ins.
Facebook Deals launches in Europe
Facebook Deals launched in the UK and Europe today, three months after it launched in America. By checking in at certain locations, users can access Deals, with some very generous opening offers. The first few companies to be involved include Starbucks, Argos and Yo Sushi – with individual Deals including free food and drink, and charitable donations from companies (Argos and Benetton thus far) for checking in. But the Deal of the day has to go to Mazda – for checking in at certain dealerships, they’re offering £4,000 – or 20% – off the price of an MX-5. That’s quite a substantial saving and underlines the great selling point of Deals – people were already using Places but now they can be rewarded for doing so, which should drive usage figures up enormously. It will be interesting to see how location-based services (like Foursquare) and deal services (like Groupon) react to this.
LinkedIn to float on the NYSE
Confirming rumours from earlier in the month, LinkedIn has announced it will float on the New York Stock Exchange this year with an IPO worth an estimated $175 million. It will be the first social networking company to undertake an IPO, but with investor confidence in social networking companies clearly high, this may well be just the start.
Tenth most followed microblogger doesn’t use Twitter
That Oprah Winfrey was overtaken as the tenth most followed microblogger last week wasn’t surprising – after all, she has only ever tweeted 152 times. What’s more interesting though was that she was overtaken by Yao Chen – a Chinese woman who doesn’t use Twitter. Her ‘followers’ come through the Chinese service Weibo, illustrating the rapid growth of social media in China.
Obama continues to impress with his use of social media
One important factor behind Barack Obama’s victory in the 2008 American Presidential Elections was his impressive use of the internet – particularly social media and email. He seems to be going back to his roots – in the wake of his State of the Union address last week, he answered questions via YouTube and after the speech senior advisors took questions on what he had spoken about. This is real online engagement, and he’s doing it exceptionally well.
US Embassy in Indonesia invests $100k in Facebook page
One of the more bizarre things to come out of Wikileaks recently is that the US embassy in Jakarta spent $100,000 on its Facebook page. But with more fans than all the State Department and all the other US embassies put together, perhaps their naivety could actually pay dividends?
Bacardi to shift most of its digital spend to Facebook
Over the next two years, Bacardi plan to pare back their spending on traditional digital properties and instead invest 90% of their digital budget into Facebook. What took them so long?
Old Spice to choose superfan to promote next ad
Having created the most viewed ads of last year, Old Spice is trying a new tactic this year – they’re going to disseminate their next ad to an audience of one. It has certainly generated conversation in social media, and with them looking for a superfan with a strong social media presence, it seems pretty likely that the video will go viral.
Ford launch new social media campaign
Ford have launched a car-race across America where teams need support from social channels. With the team that wins getting $100,000 and Ford Focuses up for grabs for their ‘supporters’, this will probably end up very popular indeed…
Taco Bell fight back against criticism
After they came under fire for selling beef which was ‘only 88% beef’, Taco Bell is fighting back with responses on their Facebook Page, Twitter profile and the Youtube video below to try and stem the tide of negative sentiment. Whatever you think of their beef, it’s fair to say their video is a bit corny… (BOOM!)
Social media helped X Factor’s audience engagement
Seven years after it first launched, the X Factor reaches 25% of its audience through social media, mainly through younger demographics posting about it on Facebook and Twitter. It will be interesting to see in the years ahead whether other programmes can attract similar levels of audience engagement (as Question Time already has).
Kellogg’s launch new cereal variety through Facebook
Kellogg’s said last week that they would launch Krave Milk Chocolate through their Facebook page – the first time they have launched a product through social media. They will offer them free packs through an online sampling mechanic, and will hope to develop positive word-of-mouth about the cereal. Pah! There are more creative ways to launch a product using social media…
Orange’s Winter Warmer
Orange ran a nifty campaign last week with a simple mechanic to cheer people up:
Send a winter warmer to a friend – tweet #WinterWarmer with your friend’s name or Twitter name. We’ll ask you for their address and race over to your mate with a van full of hot chocolates and scarves. Follow us on Twitter to find out when we’re out and about in London, Birmingham, Manchester and Brighton delivering scarves and hot chocolate to your grumpy chums.
As the video below shows, it generated lots of positive sentiment on Twitter, with people delighted by the presents they received:
TripAdvisor to face legal suit?
TripAdvisor is one of the world’s biggest online travel resources but dragon Duncan Bannatyne is threatening to sue the site for publishing defamatory reviews, after somebody compared one of his hotels to Fawlty Towers. Emma O’Boyle of TripAdvisor defended the site from his complaints:
We offer hoteliers the opportunity to respond to every review written on TripAdvisor. However, in the case of Bannatyne’s hotels we have had several worrying examples of individuals being intimidated by Bannatyne and his hotel representatives. TripAdvisor has a zero-tolerance approach on bullying as we defend the freedom of speech. We also take fraud very seriously and will investigate these occasions thoroughly
It certainly touches on an interesting issue relating to anonymous reviews on the internet – and how they affect brands.
How to damage your brand with one tweet
When Ian Prior tweeted on Thursday that The Guardian had a big football exclusive coming up, a variety of factors came together to create enormous buzz, with browsers being repeatedly refreshed as people wondered what the story could be. The hashtag #guardianexclusive was the second trending topic on Twitter as people speculated what the story was. And then the story turned out to be mediocre. The Guardian went from an online oracle for football fans to a site which was (at least temporarily) hated. It goes to show how one misjudged tweet can damage a brand’s name…
Social Media Dominates Asia Pacific Internet Usage
Nielsen announced its Asia Pacific Social Media Report and found the region has undergone an unprecedented level of growth in the past year. Notably, social media is seen as having a noticeable impact on consumer purchasing decisions:
In Asia Pacific, online product reviews are the third most trusted source of information when making purchase decisions, behind family and friends. This is particularly so for purchases of consumer electronics, cosmetics and cars – products where consumers are most likely to base their purchase decisions on online product reviews.
The report looks at Internet usage across Korean, Japan, Taiwan, Hong Kong, Australia, New Zealand, India, Singapore and China.
Foursquare in talks with Google, MS and Yahoo! about search partnerships
The Telegraph reports that Foursquare is in talks with the three major search engines which could allow people to look up the most popular bar or restaurant in their area in real-time. Dennis Crowley, Foursquare’s co-founder, has said:
Our data generates hugely interesting trends which would enrich search… Twitter helped the world and the search engines know what people are talking about. Foursquare would allow people to search for the types of place people are going to – and where is trending
It’s worth noting that Twitter’s first commercial deals were with Google, Yahoo!, and Microsoft, licensing its real-time feed of information.
Say Hello to the New MySpace Profiles
After reports of falling traffic figures, it looks as though MySpace is trying to change its fortunes by completely redesigning its user profiles. MySpace confirmed that it was demoing a new look and feel to the site, which includes:
- An improved UI and navigation menu
- A Facebook like newsfeed with a user’s recent activity
- Social network integration with other sites like Facebook or Twitter
Facebook will announce 500 million users; announces 150 million on mobile
In anticipation of hitting the half billion user mark, Facebook is planning to mark the occasion with a new consumer marketing initiative called ‘Facebook stories’ in which they hope to celebrate the impact of the social network on their users’ lives.
The announcement is expected any day now, and will sit alongside other large milestones announced last week, such as hitting 141 million unique visitors in the US (comScore). There are also an estimated 150 global mobile users, according to Facebook’s Head of Mobile Products Eric Tseng, who also indicated last week that we can expect to see Facebook’s “Like” buttons in mobile applications soon.
The New York Times notes that with this impressive growth, comes some grim challenges at the social network grapples with how to handle deaths in the system as older users die:
Now, people over 65 are adopting Facebook at a faster pace than any other age group, with 6.5 million signing up in May alone… People over 65, of course, also have the country’s highest mortality rate, so the problem is only going to get worse.
That said, big steps have been made to improve the ease with which ‘ghosts in its machine’ are identified, and profiles can be “memorialised” such that grieving friends can still post messages on those pages as a tribute.
Apple deleting mentions of Consumer Reports’ iPhone 4 piece on forums
Since the iPhone 4’s release last month, Apple has been going through a bit of a rough time with widespread reports of an antenna design flaw that was causing the mobile signal to degrade and calls to be dropped.
Consumer Reports last week released independent findings that confirmed there was a design flaw with the iPhone 4 which caused problems with its reception. This news spread quickly online, but Apple made the questionable decision of “deleting threads about the Consumer Reports article from its support forums”, which deepened the crisis further.
Old Spice social media campaign
Last week Old Spice / Wieden+Kennedy turned a lot of heads with its innovative use of social media for its ‘The Man Your Man Could Smell Like’ campaign. We’ve twice written about the campaign so it needs little summary here – head over to our previous posts to learn more.
Starbucks is the first brand to reach 10 million Facebook fans
Following on the heels of Lady Gaga becoming the first ‘person’ to gather 10 million fans, Starbucks has now become the first brand to collect 10 million fans for its Facebook page. According to Inside Facebook:
The company’s audience of 10 million people around the world has been hard won with marketing, promotions and advertising. Over the years Starbucks has given away free ice cream on Facebook, been recognized by Facebook [for fan page innovation] and was also the most popular brand [on the social network].
Ben & Jerry’s drops email in favour of social media
Ice cream brand Ben & Jerry’s is looking to abandon its current email marketing activity in favour of using social media, such as Facebook and Twitter, to engage with customers on an ongoing basis. The decision was based on the feedback they received from customers who would prefer being contacted via social media. Ben & Jerry’s still plans to send one email update to customers each year, and the company has received “mainly positive feedback on the decision” thus far.
K2 Skis redirects entire company website to Facebook
K2 Skis has made the bold decision to redirect the company’s entire website to its Facebook Fan Page in an effort to boost its fan base. By becoming a Fan of their page, users will be able to see next year’s line up. All Facebook notes that this is the first time they’ve “ever seen a company shut down their corporate site as part of a promotion,” but it doesn’t appear to be driving significant numbers just yet.
BT uses social media to decide ending for TV ad campaign
BT has taken to Facebook in order to have the public decide the ending to their long-running ‘Adam and Jane’ TV ad campaign. Fans of the “Please don’t let Adam and Jane off the BT home hub advert break up…” Facebook group were given a sneak peak of the ad before it aired this weekend, and asked to vote on the ending which will be aired in late August.
The Human Avatar
This just about sums up The Human Avatar campaign for EA’s new game All Points Bulletin (APB). To tie in with the customisation available in the new game, APB decided to take a real person and over the course of several weeks transform them into a real-life avatar that will be released in the game – all to be decided by votes via their website. After selecting the candidate Josh, users then voted on his haircut (cyber punk), piercing (septum) and tattoo (back wings).
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.