Old Spice sales soar with social marketing

Filed in archive strategy on July 29, 2010

Unless you have been under a rock for the last month, you would have known all about the Old Spice ad on You Tube which you can see below.







Now according to Adweek, the campaign has lifted sales by a massive 107%. And it says a lot of that is through the clever use of social media which had the star, Isaiah Mustafa, responding to questions from Twitter and blog commentary with personalized videos that after ended with a collection of 186 custom messages. "The response videos, which included messages to celebrities such as Alyssa Milano and even included a marriage proposal, have received more than 40 million total views. The brand's YouTube channel has received more than 94 million views and boasts more than 120,000 subscribers."

Rob Dickens on memeburn says the campaign has completely transformed traditional advertising. It's a game changer. "Globally, marketers and clients will be sitting bolt upright and taking notice. Social media marketing has just hit a home run."

Maybe, but it stills smells of old people. Sure the campaign is successful but the stuff still stinks.