Social Media Campaign Boosts Old Spice Body Wash Sales, 107%.
If you’re anything like me, you YouTube Old Spice commercials with your friends and family, or anytime you need an honest laugh in the middle of the day. Now, however, we’re not the only ones laughing. The Old Spice Body Wash Social Marketing department is laughing too… all the way to the bank.
Neilsen reported that the Old Spice Body Wash brand’s sales increased over 107% in the past month and 55% over the past three months. Individual products that were slipping in sales saw spikes after actor Isaiah Mustafa showed them off in the TV and Internet video ads. Those numbers were cited in an article at BrandWeek.
The campaign began with TV ads and went viral on YouTube, but the true magic came in the the follow-up program in which Isaiah Mustafa recorded funny videos in response to fans, bloggers and Twitter influencers. Adweek quotes Visible Measures’ Matt Cutler saying that the total web views for all Old Spice brand videos have reached 110 million, “surpassing the reach of traditional broadcast.”
Again, more proof that digital is here to stay… and to make your brand more successful, if strategized and managed the right way.