Viral Video Case Study ~ Old Spice
At the time of the case study below, Old Spice had over 1.4 billion impressions. Here’s the most viewed brand on YouTube (and it might surprize you): Old Spice and it’s campaign “The Man Your Man Could Smell Like.”
Ask anyone what they thought of Old Spice before this video, and 9 out of 10 would say “My Dad wears that cologne. No, thanks!” How does a brand reinvent themselves… overnight? Old Spice did.
Here’s how agency Wieden + Kennedy tackled this problem. They targeted a niche of young men currently using their girlfriends body wash (and no cologne at all) and their girlfriends. Two markets. The results? A humorous viral campaign leveraging attractive celebrity Isaiah Mustafa.
Not only were the writing and the target clever, but it truly embraced social media by creating response videos (186 videos within 2.5 days) that directly addressed fans comments. People loved it! Fans themselves created their own mock videos which added to even more explosive coverage. After only 3 days: 20 million views. After one week; 40 million. They owned 75% of the online conversation in body wash. That’s ROI. And as if that wasn’t enough, they increased sales 27% in the first year. Their sales are continuing to grow, and grow, and grow…
If you’re still interested in learning more, check out the case study below.
CASE STUDY:
