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.

The Old Spice Social Media Campaign Stats

I am so glad I [accidentally] decided to write about the Old Spice videos last Friday, prior to the social media campaign launch. The Old Spice simple and clever social media campaign has been running for the past 48 hours, allowing fans, influencers, and random people get their own personalized Old Spice video response by Tweeting, through Face...

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Viral Video Friday - An Old Spice Analysis

So W+K has been having fun with Old Spice lately … It’s actually quite impressive to see how every video they produce for Old Spice gets anywhere from 1 to 12 million views …The latest one, called Old Spice | Questions got 3 million views in less than 1 week.Interesting to see too how favorable reviews are … 21k positive vs 240 negative …Other t...

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iPhone 4 - iAd - Nissan Leaf

iAd is a mobile advertising platform developed by Apple Inc. for its iPhone, iPod Touch, and iPad line of mobile devices allowing third-party developers to directly embed advertisements into their applications. Unlike other banners that open a new browser window, the iAd is a full native app. The Nissan Leaf iAd allows you to customize your car, learn about key features – including comparative miles per dollar- via an engaging, informative interface. The difference is that you don’t download it voluntarily at the app store, you only get it by clicking an iAd banner.

Creative Inspiration - Cannes Lions 2010

Freddie sent this email internally, but no reason we shouldn’t share.The following are a collection of the work that left the biggest impression at Cannes Lions 2010, but I encourage you to visit for the full list. The first couple below are truly amazing and should wet your appetite to view the whole list.“Andes ...

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Google Vs. Facebook: Google Me is not a rumor

Citing a “very credible source,” Digg founder Kevin Rose tweeted that Google is readying “Google Me,” a social network intended to compete with Facebook … The Tweet was now deleted, but not before many sites including Gizmodo, and Louis Gray already wrote about it.

TechCrunch confirmed today that it’s not a rumor, it’s real.

D’Angelo, who was Facebook’s CTO for years, shared his thoughts as an answer to one of the questions on Quora. Here’s his response:

  • This is not a rumor. This is a real project. There are a large number of people working on it. I am completely confident about this.
  • They realized that Buzz wasn’t enough and that they need to build out a full, first-class social network. They are modeling it off of Facebook.
  • Unlike previous attempts (before Buzz at least), this is a high-priority project within Google.
  • They had assumed that Facebook’s growth would slow as it grew, and that Facebook wouldn’t be able to have too much leverage over them, but then it just didn’t stop, and now they are really scared.
    Google has failed over and over again in providing any service that’s user friendly, i.e. Buzz, Latitude, Social Search, Google Friend Connect, Wave, Wave again, especially Wave … Though mark my words, Latitude will take off and will be base of amazing LBS services … Anyways, Google usually lacks of good design and usability, which makes it hard to believe they can compete with Facebook.

But the funny bit is that while Google is going after social networking, Facebook is making the move towards search. Shiv shared some thoughts on Facebook Search, and although I have some different thoughts, [Facebook] Open Graph is the beginning of a new semantic search that goes deep as opposed to broad and finds relevant content based on profile, location, and human recommendations.

So my predictions:

1. Google Me will have amazing technology, platform, have geo-social-mobile as a core, leverage elements from Latitude, Buzz, Open Social, and will be native to all new releases of the Android platform, including Google TV. Their success will rely on Google making a massive effort in making it usable, friendly, and having a good design.

2. Facebook will enter the search war, but not before they enter the display advertising arena. Search is a low priority as it provides less direct revenue opportunity for Facebook, whereas serving relevant context / social aware ads on 3rd party websites using the Facebook Open Graph provides a massive immediate revenue opportunity.

© 2018 Rob Gonda All Rights Reserved.