Following the massive sensation the “Old Spice Guy” campaign recently caused on the Internet, Wieden+Kennedy have posted a case study about its success since “the guy on a horse” first appeared during the Super Bowl in 2009.  Not only is the campaign being touted as a major coup over its competitors, it is impressive to learn the sales of a brand that has been struggling with “an image problem” and sales growth for many years have skyrocketed.  All advertisers can benefit by learning from the campaign's creative use of social media that led to an instant viral hit.

Here are some quick facts from the case study:

·    Old Spice accounted for 75 percent of conversations in the category in the first three months of 2010
·    Half the conversations came from women
·    The YouTube/Twitter social media response campaign was “the fastest-growing and most popular interactive campaign in history”
·    More people watched the videos in 24 hours than those who watched Obama’s presidential victory speech
·    Total video views reached 40 million in a week
·    Campaign impressions: 1.4 billion
·    Since the campaign launched, Old Spice Body Wash sales are up 27 percent; in the last three months up 55 percent; and in the last month, up 107 percent

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Jonathan Tilley | Team Manager