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Old Spice #CaseStudy #SocialMedia

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Kaïs ALI BENALI
Kaïs ALI BENALI

The Old Spice social media campaign was a success due to its humorous and personalized YouTube videos and engagement on Twitter and Facebook. Over 100 million YouTube views were generated and 80,000 Twitter followers acquired in 2 days. The campaign was created by Wieden+Kennedy for Procter & Gamble and starred Isaiah Mustafa. Its use of social media allowed direct interaction with fans. While viral in nature, the document recommends focusing on sustainable long-term ROI and properly integrating digital into overall marketing strategy.

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Old Spice #CaseStudy #SocialMedia
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%
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 consumers   Sending personalized messages   Through 205 humorous 30-second YouTube videos
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   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
What’s next?   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 insights > Integrate Digital in your global marketing strategy
Thank You. Kaïs Alibenali Joséphine LIPP @kaisalibenali @josephinelipp alibenalikais@gmail.com lipp.josephine@googlemail.com www.musicmeetstheweb.com Luxurysocialmedia.wordpress.com

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Old Spice #CaseStudy #SocialMedia

  • 2. Social Media Campaign Case Study OLD SPICE By Kaïs Alibenali and Joséphine LIPP
  • 3. Old Spice on Twitter
  • 4. Old Spice on Facebook
  • 5. Old Spice on Youtube
  • 7. 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%
  • 8. 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 consumers   Sending personalized messages   Through 205 humorous 30-second YouTube videos
  • 9. Who is behind Old Spice?   Wieden&Kennedy
  • 10. Who is behind Old Spice?   Procter&Gamble Co.
  • 11. Who is behind Old Spice?   Isaiah Mustafa, "The Man Your Man Could Smell Like"
  • 12. 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)
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. The results   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
  • 17. What’s next?   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 insights > Integrate Digital in your global marketing strategy
  • 18. Thank You. Kaïs Alibenali Joséphine LIPP @kaisalibenali @josephinelipp alibenalikais@gmail.com lipp.josephine@googlemail.com www.musicmeetstheweb.com Luxurysocialmedia.wordpress.com