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The four main Mustafa commercials that have run since February have been watched more than 30 million times on YouTube. Old Spice now has more than 90,000 Twitter followers and more than 675,000 Facebook fans, with fan interaction climbing 800 percent, according to P&G, in the week following the real-time push.

"It's a record-breaking campaign for social media," says Matt Cutler, CMO of Visible Measures, which estimates total brand Web views to have exceeded 110 million. "It's by far the largest we've seen. It's not just approaching but surpassing the reach of traditional broadcast."

Moorhead says the campaign has received more than 1 billion media impressions. But has all the talk and online traffic translated to sales?

According to Nielsen data provided by Old Spice, overall sales for Old Spice body-wash products are up 11 percent in the last 12 months; up 27 percent in the last six months; up 55 percent in the last three months; and in the last month, with two new TV spots and the online response videos, up a whopping 107 percent. "Our business is on fire," Moorhead says. "We've seen strong results over all of our portfolio. That is the reward for the great work." (See also: "OId Spice Campaign Smells Like a Sales Success, Too.")

Data supplied by consultant Sanford C. Bernstein also show substantial lift for the Red Zone product itself, with sales in the four weeks to July 10 up 29 percent over the level in the four weeks to Feb. 20.

The agency team won't say what's next for Old Spice and Mustafa, other than they are working on another "unrelated" campaign for the brand. "You just have to keep pushing yourself to innovate," says Bagley.

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