Some interesting stats and a great short case study video on Wieden + Kennedy’s incredible Old Spice campaign. Have broken it down below just in case the video takes time to load for you.
Key Stats:
- During the first 3 months of 2010, the campaign generated 75% of online conversations in the relevant category
- Over half the online conversations were from women
- 186 personalised videos were filmed over 2 and a half days
- The personal reply clips have been viewed over 40 million times (combined)
- Old Spice Facebook fan interaction up 800%
- Old Spice YouTube page is the number 1 most viewed branded channel
- The campaign generated over 1.4 billion impressions for the brand in the 6 months since start (i.e. brand mentions)
- Old Spice sales up 107%
Stunning work Wieden + Kennedy and Old Spice, congratulations.
Nice to finally have closure on the success of the campaign. The video did take ages to buffer, but was well worth seeing. Some really funny impersonations, we see the likes of Ellen and Oprah complimenting the ads and a brief snippet inside the studio where it all happened. Thanks for putting the stats together Chris, rocking post.
Thanks Adam,
P.s. I really liked your Audi Augmented reality calender find at http://www.adsmitchell.com/2010/07/audi-and-ford-turn-to-social-media-to.html
Sales stats can be manipulated to say anything… if they’re up from the period following launch and it’s from a small base, then 27%-100% is not a lot… a better indicator would be share of market…
In which the brand remained flat, great artistic ad but a waste of viral media which didn’t convert any better than the category was already growing.