August 11, 2010

Smells like great response

If you have not seen this already, this case study video from Wieden + Kennedy shows how they took a successful TV campaign and made it even bigger through social media…

The results have been pretty amazing:

  • On day 1 the campaign received almost 6 million views
    (more than Obama’s victory speech)
  • On day 2 old spice had 8 of the 11 most popular videos online
  • On day 3 the campaign had reached over 20 million views
  • After the first week old spice had over 40 million views
  • Old Spice Twitter following increased 2700%
  • Facebook fan interaction was up 800%
  • Oldspice.com website traffic was up 300%
  • The old spice YouTube channel became the all time most viewed channel
  • The campaign has generated 1.4 billion impressions since launching the ads 6 months ago
  • The campaign increased sales by 27% over 6 months since launching (year on year)
  • In the last 3 months sales were up 55%
  • During the social media Responses campaign sales were up 107%
  • Old spice is now the #1 body wash brand for men

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