Archive for the ‘Fun’ Category:
Integrating creative, social and production to deliver true sales results – Old Spice
If you haven’t had a chance to see the amazing Old Spice Campaign by Weiden and Kennedy look anywhere on the internet and you will find it. The campaign, which did include the usual print, tv and other traditional media, really built its buzz around digital and social media. It wasn’t just the creative idea which was brilliant, it was really the execution, production, distribution, and ultimately the ability to create and deploy almost real time high-quality content efficiently and I am sure cost effectively that makes it so amazing.
The campaign, staring the spokesman Isaiah Mustafa, a former football player, now turned smooth talking spokesman, responded to over 186 social media comments with funny videos including responding to Demi Moore and Alyssa Millano, as well as this one to George Stephanopoulous:
Re: @GStephanopoulos | Old Spice
and the entire campaign had over 40 million views of the responses, 94 million views of the youtube channel and over 120k subscribers.
The most important part of this entire campaign is this paragraph burried deep in this article:
According to Nielsen data provided by Old Spice, overall sales for Old Spice body-wash products are up 11 percent in the last 12 months; up 27 percent in the last six months; up 55 percent in the last three months; and in the last month, with two new TV spots and the online response videos, up a whopping 107 percent. “Our business is on fire,” Moorhead says. “We’ve seen strong results over all of our portfolio. That is the reward for the great work.” (See also: “OId Spice Campaign Smells Like a Sales Success, Too.”)
Spice It Up
The Old Spice campaign has certainly garnered attention, but did it work?July 26, 2010
- Eleftheria Parpis
Isaiah Mustafa, the buff, bare-chested Old Spice guy in the shower, may be the man of the moment. But it was Bruce Campbell, the B-list cult movie actor, whose droll humor introduced the world to the 73-year-old Procter & Gamble brand’s cheeky new attitude in Wieden + Kennedy’s “Experience is everything” campaign back in 2007.
Rather than throw out all the old, Wieden embraced the heritage of the brand, including its seafaring theme, but gave it an ironic twist to repackage it for the modern young man who might remember Dad’s cologne and appreciates a satirical take on that ancient history. The Portland, Ore., agency, which won creative and media duties on the brand in 2006, kept the cursive script logo, the clipper ship from the fragrance bottle and the whistle from the jingle.
Campbell was the first of many Old Spice men. Tony Stewart did “Armpit Marketing.” Will Farrell sported Old Spice in a 12-spot series as his Jackie Moon character in a cross-promotion with the movie Semi-Pro. As a former TV doctor, Neil Patrick Harris recommended Pro-Strength antiperspirant. And LL Cool J found his cool with Old Spice Swagger.
