http://www.youtube.com/watch?v=owGykVbfgUE
"Hello ladies, look at your man, now back to me...sadly, he isnt me, but if he stopped using lady-scented body wash, he could smell like he is me"
Since its release "The man your man could smell like" ad campaign created 1.4 billion media impressions for the Old Spice brand and in just six months, increased the raw sales of the product by an incredible 107%; placing old spice as the definite "number one" body wash for men to date.
Old spice was a pioneer in introducing body-wash products for men to the market. However, tough competition came with time from several alternate brands, causing Old spice to launch a new ad campaign to boost sales.
Old spice realized that women were doing more than half of the purchases regarding male body-wash products, so they targeted women and focused their efforts into creating an ad campaign to convince the demographic to stop buying women-scented bodywashes for their spouses/partners.
So it was, that not that long ago during superbowl half-time, Procter and Gamble aired what in my opinion, is one of the funniest ads seen in the last few years.
And apparently im not alone in this; just in the first week of its release, "The man your man could smell-like" bodywash ads from old spice had been seen more than 40 million times, increased tweets about the brand by 2700% and catapulted old spice to the number 1 all-time, most viewed brand channel in facebook.
Not stopping there, the "Old spice guy" had a facebook presence: a virtual space where his fans could write him and receive answers as video responses (around 200+ shor videos were filmed) to their comments/questions from the "old spice guy" himself. Not surprisingly, this kept buzz created by the campaign alive for a much longer time than usual and increased the brand's facebook page fan-interaction by 800%.
Conclusion:
I am a fan of youtube and i like watching funny ads as much as the next guy. However, I believe Old spice is a brand that not only deserves special recognition for creating an original and successful viral ad campaign, but also for exploiting social media to provoke incredible fan-interaction with the brand.
"Hello ladies, look at your man, now back to me...sadly, he isnt me, but if he stopped using lady-scented body wash, he could smell like he is me"
Since its release "The man your man could smell like" ad campaign created 1.4 billion media impressions for the Old Spice brand and in just six months, increased the raw sales of the product by an incredible 107%; placing old spice as the definite "number one" body wash for men to date.
Old spice was a pioneer in introducing body-wash products for men to the market. However, tough competition came with time from several alternate brands, causing Old spice to launch a new ad campaign to boost sales.
Old spice realized that women were doing more than half of the purchases regarding male body-wash products, so they targeted women and focused their efforts into creating an ad campaign to convince the demographic to stop buying women-scented bodywashes for their spouses/partners.
So it was, that not that long ago during superbowl half-time, Procter and Gamble aired what in my opinion, is one of the funniest ads seen in the last few years.
And apparently im not alone in this; just in the first week of its release, "The man your man could smell-like" bodywash ads from old spice had been seen more than 40 million times, increased tweets about the brand by 2700% and catapulted old spice to the number 1 all-time, most viewed brand channel in facebook.
Not stopping there, the "Old spice guy" had a facebook presence: a virtual space where his fans could write him and receive answers as video responses (around 200+ shor videos were filmed) to their comments/questions from the "old spice guy" himself. Not surprisingly, this kept buzz created by the campaign alive for a much longer time than usual and increased the brand's facebook page fan-interaction by 800%.
Conclusion:
I am a fan of youtube and i like watching funny ads as much as the next guy. However, I believe Old spice is a brand that not only deserves special recognition for creating an original and successful viral ad campaign, but also for exploiting social media to provoke incredible fan-interaction with the brand.
Among other things, I believe it was this highly engaging and interactive social-media response-campaign that was responsible for the long-lasting effects of the campaign that lead to the incredible and sustained increase in sales for the product.
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