The Old Spice campaign - Case Study
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Transcript of The Old Spice campaign - Case Study
The Old Spice Commercial
First ad
• P&G began this with a super bowl ad in february where they introduced The Old Spice man.
• A shirtless man with great physique and sense of humor.
• The Old Spice Man promised women that he is “The Man your man could smell like”
The Viral day
• 5 months later, company decided to bring The Man to life again.
• One one fine morning, company posted this message on its twitter and facebook account: "Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice Man shows up @Old Spice."
• And the story begins…
The two day phenomenon
• As people started posting questions, The Old Spice man started posting videos of replying to those queries in near real time manner.
• Company produced 180 videos in less than 2 days, generating lot of buzz.
• They interacted with celebrities, influencers and fan’s queries through videos
Behind the scenes
• Old Spice had crew of social media experts sitting in a room and analysing whole phenomenon in real-time.
• They identified potential influencers on twitter and social media.
• They asked creative team to write hilarious scrip and shoot video response.
• Then they posted videos in near real time manner on youtube and kept on interacting with celebrities.
Youtube and Twitter stats
Success• Videos were uploaded on – 12th, 13th and 14th July.• Total video views during first week– 35.7 mn• Effect– Channel Views: 11,284,603– Total Upload Views: 133,014,300 (includes original
commercial 5 uploaded months back)– Subscribers: 162,319– Fans on Facebook: 807,845– Twitter followers: 110,323– #1 most viewed channel on youtube in July.– #2 most subscribed channel of all time.
Most popular video virals – all time
58k new Twitter followers, 29k new Facebook fans,
6.4MM views of the campaign video + 5MM
views of all responses in 48h