Old Spice DM RESPONSE CAMPAIGN by Wieden + Kennedy Portland

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Industry Hygiene & Personal Care Products
Media Direct marketing
Market United States
Agency Wieden + Kennedy Portland
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Account Supervisor Diana Gonzalez
Released July 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE BODY WASH
Date of First Appearance: Jul 12 2010
Entrant Company: WIEDEN+KENNEDY, Portland, USA
Entry URL: http://www.facebook.com/OldSpice
Executive Creative Director: Mark Fitzloff (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman (Wieden+Kennedy)
Global Executive Interactive Creative Director: Iain Tait (Wieden+Kennedy)
Creative Director / Director / Copywriter / Art Director: Jason Bagley (Wieden+Kennedy)
Creative Director / Director / Copywriter / Art Director: Eric Baldwin (Wieden+Kennedy)
Copywriter / Art Director / Director: Craig Allen (Wieden+Kennedy)
Copywriter / Art Director / Director: Eric Kallman (Wieden+Kennedy)
Interactive Producer: Ann-Marie Harbour (Wieden+Kennedy)
Digital Strategy / Community Manager: Dean McBeth (Wieden+Kennedy)
Digital Strategy: Josh Millrod (Wieden+Kennedy)
Group Planning Director: Britton Taylor (Wieden+Kennedy)
Account Director: Jessica Monsey (Wieden+Kennedy)
Account Supervisor: Diana Gonzalez (Wieden+Kennedy)
Management Supervisor: Michael Dalton (Wieden+Kennedy)
Developer: John Cohoon (Wieden+Kennedy)
Developer: Trent Johnson (Wieden+Kennedy)
Interactive Studio Artist: Matthew Carroll (Wieden+Kennedy)
Executive Producer: Emily Fincher (Don't Act Big)
Line Producer: Bernadette Spear (Don't Act Big)
Media placement: Promoted Trend - Twitter - 07/13/2010
Media placement: Owned Media - Old Spice.com, Facebook Page, You Tube Channel, Twitter Channel - 07/13/2010

Describe the brief/objective of the direct campaign.
"The Man Your Man Could Smell Like" became a cultural phenomenon in 2010 but we wanted to leverage this success to have a more direct, engaging conversation with our current fans. Our strategy was to communicate to consumers, media and online influencers in a unique and personalized way. The brief posed the question, "what channels: digital, social, direct, traditional make the most sense to bring this to life?".

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Given a shoestring budget of 235K, we decided to leverage social media's reach instead of traditional direct marketing so that our hero could interact with fans on a more personal, intimate basis. Our idea was to develop a two days interactive event in which “The Man Your Man Could Smell Like” personally responded to fans on YouTube in real-time. By allowing customers to opt-into the story through comments on Twitter, YouTube, Facebook, etc. we were able to create content that would make people feel compelled to share with their friends and amplify the reach of the campaign.

Initial targets were selected for their existing narrative with the Brand; influencers that had written about, tweeted or posted online articles about 'Old Spice'. This included pop media outlets, covering Isaiah Mustafa's rising stardom for his portrayal of the Old Spice Guy. Targets were properly ranked in order of affinity, overall influence and frequency of mentions. 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). It's important to note that after the first wave of pre-shot responses, 2 more days of live responses were created with over 70% personalized for non-influential consumers and fans of the Brand.

Explain why the creative execution was relevant to the product or service.
It was the first time that a brand persona delivered one to one personalized messages directly to consumers. The campaign was created to create a conversation; this was an organic extension of that conversation.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
“Response” became one of the most popular interactive campaigns of all time.

Building Relationships
· 300M direct consumer mentions of ‘Old Spice’ online
· Twitter followers increased 2700%
· Facebook fan interactions went up 800%
· Oldspice.com traffic increased 300%
· Old Spice became the #1 All-Time Most Viewed and #1 Most Subscribed Branded Channel on YouTube

Views and Impressions
· 40MM YouTube views in less than a week
· 200MM impressions on Twitter alone

The “Response” campaign was produced and promoted for less than $235K but earned an equivalent of $9MM in free media.