Old Spice India Campaign: Social Media Analysis of 'Mantastic' by Webfluenz
Old Spice
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Transcript of Old Spice
Old Spice
Internal Meeting July 2010
Something Cool...
Something Cool... Old Spice
• Advertising Heritage• Feb 2010: “I’m on a horse”
– 19m views– Wins Film Grand Prix @ Cannes
• July 2010: “I’m on a bike” – 7m views
I’m on a horse....
Old Spice Responses
• 13 July: Old Spice Responses
– Seed social networks with question invitations– Research and investigate response / key players– Gather together:
• Small fim crew• Social media marketing staff• Scriptwriter• Technical resource
– Produce over 180 video responses almost non-stop over 2 days
– Realtime vids – conversation takes place– Takes on dangerous territory e.g. 4chan
• Agency: Wieden + Kennedy
Establishing authenticity
Reddit response
Created within hours...
Reddit Goes Mental – voicemail discussion only
Campaign Results
In 3 days:• 5.9 million views, 22500 comments• Sales dip?