The Man Your Man Could Be: Old Spice Online Success

I'm sure you've all aware of the Old Spice campaign at this stage, if not click here to see it.A huge number of ads that we look at are really interesting and provocative but at the end of the day the end goal of most ads is to get the consumer to purchase the good. I'm sure most people would probably agree that Old Spice was quiet a dated brand and this new campaign has really reinvigorated their brand by looking at who they were targeting and who is actually doing the buying when it comes to body wash. Much like Brylcreem did in the late 90s they've sought to move away from their traditional older loyal users and attract younger men to the brand(as well as their girlfriends).

Recently Old Spice have come out with a video to show how successful their campaign has been. Here are some of the stats shown in the video below:

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."
• 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.

A lot of the stats shown in the linked video are a little fuzzy and while they may show a heightened awareness of the brand the stats that I think really matter are those at the end of the list. Old Spice have managed to find a way to transfer online interest in the brand into sales and I think that that is the real success of this campaign.