Old Spice returns with the new Scent Vacation Campaign
On the back of the phenomenal success of the Old Spice ‘The Man Your Man Could Smell Like’ Campaign, the dreamy man with the voice is back tantalising the ladies and coaxing them to buy the new Old Spice range as part of the Scent Vacation Campaign.
If you were hidden under a rock for 2010, let me reveal just how successful the first Old Spice campaign was. The witty advertisement, targeted at both women and men (predominately women, the grocery shopper) captured 75% of all conversations in this category within the first few months. The campaign even had Oprah and Ellen talking. A campaign that attracted this much talk needed an encore.
Enter the response campaign that operated on a more intimate level by engaging in conversations with fans. Real time messages were posted on YouTube to 180+ celebratories and fans. On day one, this social network campaign secured 5.9 million YouTube views. Day two saw it scoop position 8 out of the top 11 most popular videos on the web. And by day three the campaign raked in 20 million views! Old Spice’s Twitter following increased an impressive 2700%, meanwhile the Old Spice Facebook Page‘s fan interaction increased by 800%. The bottom line also saw a great jump in consumer sales, positioning Old Spice as the number one body wash for men.
The new campaign has a lot to live up to. But it’s pretty clear the people behind the original campaign created the ads with the right mix of talk-ability and humour, and were well aware of the capacity of the campaign to go viral. To see behind the scenes of the Scent Vacation Campaign, take a peek at the video below.
[briotube]http://www.youtube.com/v/32TZSXG2y7E[/briotube]
What do you think of the new campaign?
Yours in advertising campaigns,
Julia
