Aug 5 2010
Stat-tacular Old Spice Case Study by W+K
• 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.
NOTE: These stats are for the entire campaign, mostly TV and traditional. The sales numbers were taken from June, before the social media component even launched. Impressive nonetheless. For unofficial social media specific stats please refer to my previous post.
Pingback: the art of repetition & recombinance / what consumes me, bud caddell
Pingback: The RAAKonteur #4 – Datasift, MTV and the ad clash of the online titans – RAAK
Pingback: What can social media do for FMCG brands? – RAAK | Digital & Social Media Agency London
Pingback: The RAAKonteur #22 – Best of 2010 and what about 2011 – RAAK | Digital & Social Media Agency London