Old Spice Response Campaign Case Study

We knew that the Old Spice response campaign was a success, but we weren’t sure just how successful until we saw new statistics released in a case study by Old Spice and Wieden + Kennedy. The stats show that Old Spice’s ‘The Man Your Man Could Smell Like’ campaign was the fastest growing interactive campaign in history. There is no denying that the campaign was a huge success for the brand, catapulting them into the number 1 spot for men’s body wash and making Old Spice a legend in the world of online marketing.

Old Spice’s ‘The Man Your Man Could Smell Like’ began with a single video, which started out online and then went to television. It was an instant success, with Old Spice accounting for 75 percent of all conversations in their category for the first quarter of the year. But the real success of the campaign came last month, when Old Spice launched their response campaign, in which ‘The Man Your Man Could Smell Like’ interacted with fans via an onslaught of YouTube videos.

Check out the following statistics and you’ll see that the success of Old Spice’s campaign is impossible to deny:

  • The campaign received a shopping 5.9 million YouTube views in the first day. That’s more views that Obama’s victory speech received after the first twenty-four hours!
  • On the second day of the campaign, Old Spice accounted for 8 videos out of the 11 most popular videos on the Web.
  • By the third day, the Old Spice response campaign had more than 20 million views.
  • A week after the campaign launched it boasted over 40 million views.
  • As a result of the campaign, Old Spice’s Twitter following increased 2700%, their Facebook fan interaction went up 800%, and the traffic to OldSpice.com went up 300%.
  • The campaign catapulted Old Spice into the #1 most viewed branded YouTube channel of all time.
  • Since ‘The Man Your Man Could Smell Like’ campaign first went live, it has generated over 1.4 billion impressions for the Old Spice brand. And it’s not just about impressions – the brand’s sales are also up 107%, making Old Spice the number one brand for men’s body wash.

Check out W+K’s case study video below to find out more about the vision behind the campaign, its success and to view some fun clips. A brand would have to do an awful lot to replicate the success of Old Spice’s campaign. Do you think we will see anything of this caliber in the near future?

Old Spice 'Response Campaign'

as Line Producer

It all started for me on the 5th floor of Wieden + Kennedy when I was freelancing for what would become the internal production company, don't act big. I was in a room full of digital and broadcast producers all scratching their heads trying to figure out how to pull of this idea with the very small amount of money allotted by the client.

There was a lot of talk about shooting in LA, because there is always this assumption that anything great has to happen in LA. Everyone was saying it was impossible, and Ann-Marie Harbour (Digital Producer) just kept asking questions. I didn't want to speak out of turn, but I was quietly certain that we could pull off what they were asking if they could SIMPLIFY the creative and shoot in Portland. I texted messaged my Executive Producer who was sitting across the room from me that we could do this in Portland for the money they had and to give me a couple hours to make some calls and figure it out.

I called my friend Benji Brucker and asked his advice as I do anything technically complex. He drew up a schematic and we put together a budget for the editorial end and we kept having meetings about how exactly we would execute each stage of production. Benji was as confident as I was that it wasn't rocket science, just took the perfect formula of freelance talent and a whole lot of planning.

Leading up to the first day, when my friends would ask what I was up to, I would just snicker and say, "I can't say now, but you will know tomorrow, this one could be REALLY good." They looked at me like a lunatic and wrote off my cryptic babble. As it turns out, it was far more effective than any of us thought it could be.

"The Man Your Man Could Smell Like” television spot was a huge success and inspired by real comments from fans all over the Web, the creatives, with a hefty support team wrote responses and with the assistance of our Asst. Director, I effectively produced 186 videos in 3 days! On average it came out to just about 10 minutes from the writing approval on each piece, to final edit and posting.

Advertiser: Procter & Gamble
Product: Old Spice Body Wash
Entrant Company: Wieden+Kennedy, Portland
Country: USA
Year: 2011

For more info on the campaign see Case Study HERE

Line Producer: Bernadette Spear

It won a few awards:

Cyber Grand Prix
Cannes Lions

Best Use of Social Media
Webby Winner & Peoples Choice Award

Gold Innovation
Andy Awards
RESET (Andy's Innovation)

Digital Campaign of the Year

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