Old Spice is one of the oldest hygiene brands for men. The sales for the Old Spice body wash (launched in 2003) dropped severely between 2009 and 2010. So the company decided it was time to revive itself in the eyes of consumers and regain momentum. As studies showed that about 50% of men body wash products was actually bought by women for thier husbands or boyfriends, the challenge was set to appeal both women and men. Old Spice hired the team of creatives from Wieden+Kennedy to spice things up.
The first phase was designing a smart video which would appeal to both genders and so the idea of ” The man your man could smell like” came to life. Isaiah Mustafa, the Old Spice guy came back on the screens. Launched online a few days before the Super Bowl, and on TV the day before the big game, the ad was an instant hit: it generated a lot of buzz, both online and offline.
But this ad was only the stepping stone for what would later become the Real Time Response Campaign, an impressive experiment in real-time branding featuring the Old Spice guy posting personal responses for fans online in the form of videos. By the end of the campaign, 186 such messages were posted on social sites such as Facebook and Twitter. In just two and a half days, the videos were scripted, filmed and posted. They gathered over 65 million views, making it one of the fastest growing and popular online interactive ad campaign.
The ad videos answered comments from fans and celebrities such as Ellen DeGeneres, Perez Hilton ( this one was actually the one with the most views). In the first day, the Response Campaign gathered 5,9 million views on Youtube, surpassing the number of hits the president of the US gathered with his victory speech in the first 24 hours. On the second day, Old Spice had 8 out the 11 most popular videos on Youtube. During the same period, Old Spice increased the number of followers on Twitter with 2,700% and the number of Facebook fans rose with 800%.
By the end of 2010, Old Spice had become the number one selling brand of men body wash in the US. What do you think of this campaign?
Below you can enjoy some of the response videos!
Sources: dandad.com, socialmediatoday.com, pinterest.com