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.
Thumbs up to Mark Lewis and the wonderful team of speakers he lined up for this year's Planningness conference! Hope I'll be able to make next year's conference. By the looks of it - this is going to grow exponentially.
Posted via email from trendspotting's posterous
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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