social media case study: old spice
DESCRIPTION
Old Spice Viral Campaign analysis: Key factors of a successful digital campaign and key figures. Results and analysis.TRANSCRIPT
Social Media Campaign
Case Study
OLD SPICE
By Kaïs Alibenali and Joséphine LIPP
Old Spice on Twitter
Old Spice on Facebook
Old Spice on Youtube
Old Spice Website
Old Spice figures ✔ No. 1 all-time most-viewed sponsored channel on YouTube
✔ More than 100 Millions views for the videos on Youtube
✔ 80,000 Twitter followers in 2 days
✔ 740,000 Facebook fans
✔ Facebook fan interaction jumped 800% since the launch of the personalized videos
✔ Oldspice.com traffic bumped by 300%
✔ During three days: July 12 -14 2010
✔ The Old Spice guy engaged directly with his fans and consumers
✔ Sending personalized messages
✔ Through 205 humorous 30-second YouTube videos
➜ A Unique Online interactive strategy
WTF is Old Spice?
Who is behind Old Spice? ➜ Wieden&Kennedy
Who is behind Old Spice? ➜ Procter&Gamble Co.
Who is behind Old Spice? ➜ Isaiah Mustafa, "The Man Your Man Could Smell Like"
Why using Social Media?
✔ « The campaign started with a great traditional commercial, but then let social media do precisely what social media does best. »
✔ « Social media is not about broadcasting a message, it's about connecting people»
(Mark Federman)
Why Youtube? ✔ Enable of embed it
✔ It can go everywhere, very quickly
✔ People are familiar with the ways of sharing it, liking it, and favoring it
✔ Using videos was appropriate in relation to the prior TV ads
Reasons to sucess? ✔ Previous TV spots built the audience
✔ Great balance between engaging celbrities, influencers, common folks and popular social media sites
✔ Charming, entertaining and very funny
✔ Personalized content : talking directly to your customers
✔ Real time is what drives the Internet
Key learning points
✔ To bring social media experts right into the creative process
> Social Media specialists were working closely with the creative team
✔ To have great trust between the company and the agency
> Key factor when it’s « real-time » campaign
The results
The four weeks ended June 13,Old Spice's sales were up 106%
// Sales of Gillette body wash were up 277% with buy-one-get-one-free coupons and TV ads
✔ Positive impact on brand image
✔ It helps picking up market shares
✔ But difficult to measure the real gains of the campaign
What’s next?
✔ Viral and WOM is good but short-living
✔ Keep being focus on the ROI in the long-term
✔ Don’t forget your marketing basis: > Products do something, advertising tells something
✔ Build a proper marketing strategy > Define a brand position, identify relevant consumers insights
> Integrate Digital in your global marketing strategy
➜ Viral VS Sustainablity
Thank You.
Joséphine LIPP @josephinelipp
Luxurysocialmedia.wordpress.com
Kaïs Alibenali @kaisalibenali
www.musicmeetstheweb.com