Old Spice Promo, Case study RESPONSE CAMPAIGN by PainePR, Wieden + Kennedy

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RESPONSE CAMPAIGN

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Industry Hygiene & Personal Care Products
Media Promo & PR, Case study
Market United States
Agency PainePR
Agency Wieden + Kennedy
Released July 2010

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: PROCTER & GAMBLE
Product/Service: DEODORANT AND BODY WASH
: (Wieden+Kennedy)
: (PainePR)
Media placement: Seeding to key media and influencers began. - Creativity, Adweek, LA Times, YouTube, Twitter, etc. - July 13, 2010

Summary of the Campaign
"The Man Your Man Could Smell Like" became a cultural phenomenon in 2010 and we wanted to leverage this success to have a more direct, engaging conversation with our fans. The idea was to develop an interactive event in which the Old Spice guy personally responded to fans in real time on the Internet.

In the end, 186 response videos were created in two and half days of production.

To help ignite the conversation and generate coverage, we identified and seeded some of the first response videos to key media, influencers and online communities. We also helped provide a real time view of the campaign as it unfolded.

The work would go to record more than 65 millions views, making it one of the fastest growing and most popular interactive campaigns in history.

The Situation
By July of 2010, the Old Spice guy was a big splash, but we wanted to leverage the success to have a more direct, engaging conversation with our fans.

We set out to create the Response Campaign, a personal, two-way dialogue for the Old Spice guy to respond to his fans in real time on the Internet.

In two and half days, a team filmed 186 video responses pulled from questions on the web. The PR team played a critical role in getting key media outlets and influencers ready for all the content.

The Goal
Our goal was two-fold:

1) Get media and key influencers excited about the campaign.

2) Provide a real time view of the campaign as it unfolded.

The Strategy
To leverage the success of "The Man Your Man Could Smell Like," we targeted media outlets and individuals who had already covered the Old Spice campaign, thus opting into the conversation.

We evaluated and identified key media, influencers and online communities that we felt would help spread the word about the campaign.

Additionally, throughout the campaign, we aimed to provide a real time view of the campaign as it unfolded, aspiring to share the magic of how it all happened.

Execution
Once we identified the key targets, we set out to create and seed the very first personalized response videos specifically for this group.

This included, media outlets and influencers like Creativity, Los Angeles Times, The Ellen Show and Perez Hilton.

Next, we approached influential online communities, like 4chan, Digg and Reddit for the Old Spice guy to interact with. Communications and interactions were specific to the nature of the community.

Finally, all along the way, we worked closely with a wide range of journalists - spanning broadcast, print and online - to provide a real-time view of the campaign as it unfolded. This included providing media with the most newsworthy videos and facilitating a number of interviews on set to maximize exposure of the campaign.

Documented Results
Views/Impressions
-65MM views of the Response campaign.
-600MM in earned media impressions.
-1.8B impressions for the integrated "Smell Like A Man, Man" campaign (including the Response campaign).

ROI
-The "Response" campaign earned an equivalent of $9MM in free media.

Sales
- During the height of the campaign, Old Spice became the number one brand of antiperspirant/deodorant and body wash in both sales and volume with growth in the high single/double digits.
- According to Nielsen for the week ending July 13, 2010 versus one year ago – Old Spice body wash sales increased 27 percent after February campaign launch, 55 percent after the second spot and 107 percent after the response videos.