Old Spice – Wieden + Kennedy: The Results

The results are in for one of the most recognized campaigns in recent memory. The Old Spice campaign “The Man You Wish Your Man Could Smell Like” – Already had taken it’s place in Pop-Culture, but how effective was it really?

In a release from W+K it’s clear that this campaign will go down in advertising history as the ultimate sweep of every category, Viral, Social, Culture… It did what every aspiring agency wish they could do.

• 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 its videos in 24 hours than those who watched Obama’s presidential victory speech. (Which most of us can agree is kinda sad.)
• Total video views reached 40 million in a week.
• Campaign impressions: 1.4 billion.
• Since the campaign launched, Old Spice Bodywash sales are up 27 percent; in the last three months up. 55 percent; and in the last month up 107 percent.

In a video case study release by W+K they talk about the overall success of the campaign..

I know I have posted a lot about this, and I know it might be getting a little annoying… but seriously when something comes along that is so well executed and accomplishes everything we as advertisers wish we could do – it needs to be studied, and talked about. If anything it will just motivate you to do something better…. or it could send you into a pit of depression because you realize you fail at what you do, and you’re seen as a mediocre excuse of an ad man or woman… just kidding, but seriously – GO DO SOMETHING!

( via – AdFreak )