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Guest Blog Post by Jim Reynolds, Business Development Manager, Alterian SM2.
If you’re at all like me, you remember Old Spice being something your father or your grandfather would use. You may have even purchased it year after year as a Father’s Day gift (or maybe your Mom purchased it on your behalf as a gift from the kids). The pungent smell sticks out in my mind, along with the iconic tan bottle with a red top.
Amazingly over the last few years the company has managed to reinvent its image, brand , and message with help from a great agency, Wieden + Kennedy. I give my kudos to Proctor & Gamble for having the guts to embrace social media; it has definitely become a key part of their strategy. If you’re unfamiliar with their advertising, campaign or social media efforts check out Old Spice’s Facebook, YouTube, or Twitter accounts.
Why I’ve decided to talk about this campaign and company now is that Old Spice has launched one of the most ambitious and cool engagements that I’ve seen in quite some time. They’ve started to respond to tweet’s and YouTube comments directly via YouTube videos starring the “Old Spice Guy”. In addition, this is one of the first public use cases of promoted tweets in Twitter. The campaign has taken the social media world by storm. To demonstrate the effect of this campaign, we used Alterian SM2 to analyze all of the conversations around Old Spice for the last 3 years. A couple of data points that came out of our research:
· 1780% increase in number of followers since April
· 15% increase in Positive Sentiment in 2010
· Conversations in 2010 are nationwide vs. large disparity between geographic regions in 2009
Below is our analysis:
[...] 1000% increase in YouTube subscribers [...]