Response Campaign
Issue 20 | August 2011
Agency
Wieden & Kennedy Portland USA
Creative Team
Global Executive Creative Director: Iain Tait; Executive Creative Director: Mark Fitzloff, Susan Hoffman; Creative Directors, Creatives: Jason Bagley, Eric Baldwin; Art Directors, Copywriters : Craig Allen, Eric Kallman
Production Team
Digital Strategy: Josh Millrod; Group Planning Director: Britton Taylor; Developers: John Cohoon, Trent Johnson
Other Credits
Account Director: Jessica Monsey; Account Supervisor: Diana Gonzalez; Management Supervisor: Michael Dalton
Background
‘The Man Your Man Could Smell Like’ became a cultural phenomenon in 2010 and the task in 2011 was to move the idea on into digital, social and direct channels to communicate in ways that were unique and personalised.
Idea
Their idea was to get ‘The Man Your Man Could Smell Like’ to respond personally to fans on YouTube, in real-time.
Social media allowed the hero to interact with both existing and new fans on a more personal, intimate basis. By encouraging customers to opt into the story through comments on Twitter, YouTube, Facebook, etc, they would want to share with their friends and thus extend the reach of the campaign.
Initial targets were selected for their existing narrative with the brand. These were influencers who had written about, tweeted or posted online articles about 'Old Spice'.
Video scripts were written, produced and dropped off as YouTube URL's on the channel their mention of 'Old Spice' originated from. This ranged from commenting back on their blog articles, responding to their original tweets or dropping the responses into their owned communities (such as Digg, owned by target Kevin Rose).
After the first wave of pre-shot responses, two more days of live responses were created with over 70% personalized for non-influential consumers and fans of the brand.
Results
'Response' would go on to become one of the most popular interactive campaigns of all time with 300,000 direct consumer mentions of ‘Old Spice’ online
- Twitter followers increased 2,700%
- Facebook fan interactions increased 800%
- Facebook fans increased 60%
- Oldspice.com traffic increased 300%
- Old Spice became the #1 All-Time Most Viewed and #1 Most Subscribed Branded Channel on YouTube Views/Impressions
- 40MM YouTube views in less than a week
- 200MM impressions on Twitter alone
- The campaign cost less than $250,000 but earned an equivalent of $9 million in free media.