This is a blog about trendspotting, advertising and great disruptive creative ideas. I do not pretend to have the time to write all of my own posts, so I will also be republishing some inspiring and valuable pieces I come across when surfing the net. Hope you like them and find them useful.
Last night W&K released their official case study vid. To be honest, a few months back, I liked the campaign but didn't think it was anything out of the ordinary - let alone "Grand Prix" Cannes material.
The brand's 'Response Campaign' changed my mind. In a never heard of feat of brilliance, the brand decided to capitalize on the buzz and conversation the campaign had generated on the web and launched a three day blitz that started with a direct appeal from 'The man on a horse' to twitterers to send him questions to which he would respond with a personal YouTube video.
The genius of the team of copywriters, 'digitalistas' & co.was that they did not necessarily pick web-celebs to launch the campaign. Instead they chose people like you and me, with limited followings but a great affinity to the brand - people who had already blogged about the campaign a few times or twitter commented.
Within three days they sent over 188 tweets. That’s almost 4 tweets an hour non-stop for 50 hours. And here’s the stunning thing. Of those 188 tweets, 178 included a You Tube link with a video response to someone who had interacted with the brand in those two days. The replies included a marriage proposal, a Gillette promo, a get well message to Kevin Rose and much much more.
And after three days that drove the internet into a frenzy 'The guy on a horse' said thank and goodbye. OldSpice had managed in a matter of days to grab hold of 75% of all conversations in the category (half of them from women), score a 1.4 billion campaign impressions with a total of 40 million video views after the first week and a sales increase of 107% in the last month!
So why do I love this campaign so much? Because besides the mind blowing numbers this campaign has achieved, it is a textbook example of so many things we have been speaking about over the last year or so - from creating 'Spreadable Media' and moving a brand from mass culture to pop culture by creating social currency right down to 'Agile Marketing' and 'Propagation Planning'.
Wow guys! You really nailed it!
For a complete review of the campaign timeline and break-down of campaign stages I suggest you go here: http://www.alwaysozmatt.com/old-spice-a-case-study-0
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