Old Spice: Response Campaign by Wieden + Kennedy Portland for Old Spice

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Old Spice: Response Campaign

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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 June 2011

Awards

Cannes Lions 2011
Cyber lions Digitally Led Integrated Campaigns Grand Prix
Direct Lions Traffic & Brand Building Gold

Credits & Description

Type of Entry: Strategy
Category: Traffic & Brand Building
Title: RESPONSE CAMPAIGN
Advertiser/Client: PROCTER & GAMBLE
Product/Service: OLD SPICE BODY WASH
Entrant Company: WIEDEN+KENNEDY Portland, USA
DM/Advertising Agency: WIEDEN+KENNEDY Portland, USA
Executive Creative Director: Mark Fitzloff
Executive Creative Director: Susan Hoffman
Global Executive Interactive Creative Director: Iain Tait
Creative Director / Director / Copywriter / Art Director: Jason Bagley
Creative Director / Director / Copywriter / Art Director: Eric Baldwin
Copywriter / Art Director / Director: Craig Allen
Copywriter / Art Director / Director: Eric Kallman
Interactive Producer: Ann-Marie Harbour
Digital Strategy / Community Manager: Dean McBeth
Digital Strategy: Josh Millrod
Group Planning Director: Britton Taylor
Account Director: Jessica Monsey
Account Supervisor: Diana Gonzalez
Management Supervisor: Michael Dalton
Developer: John Cohoon
Developer: Trent Johnson
Interactive Studio Artist: Matthew Carroll
Executive Producer: Emily Fincher
Line Producer: Bernadette Spear
Describe the brief from the client:
"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?".
Creative Execution:
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 creative solution to the brief/objective.
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. Instead of using traditional direct marketing channels, we decided to leverage social media so that our hero could interact with both existing and new fans on a more personal, intimate basis. 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 extend 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 proprietarily 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.
Describe the results in as much detail as possible.
'Response' would go on to become 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 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 ROI The “Response” campaign was produced/promoted for less than $250M but earned an equivalent of $9MM in free media.