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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%
WTF is Old Spice?
➜ A Unique Online interactive strategy
✔ During three days: July 12 -14 2010
✔ The Old Spice guy engaged directly with his fans and
✔ Sending personalized messages
✔ Through 205 humorous 30-second YouTube videos
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
✔ « Social media is not about broadcasting a
message, it's about connecting people»
✔ 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
✔ Real time is what drives the Internet
Key learning points
✔ To bring social media experts right into the
> Social Media specialists were working closely
with the creative team
✔ To have great trust between the company and the
> Key factor when it’s « real-time » campaign
✔ Positive impact on brand image
✔ It helps picking up market shares
✔ But difﬁcult to measure the real gains of the campaign
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
➜ Viral VS Sustainablity
✔ 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
> Integrate Digital in your global marketing strategy