Old Spice did it work for Inbound Marketing and Social Media?
Posted by Patrick Murphy on Mon, Jul 26, 2010
Inbound Marketing and Social Marketing is always changing, there is always something new happening or a brand trying to push the limit further. Recently that task has fallen to Old Spice. In case you are one of the few that have not seen the advert here it is:
Social Media and Inbound Marketing is about building brand awareness and driving business. Did Old Spice manage to achieve goals? There is no doubt that they have increase brand awareness. By looking at Twitter alone the number of tweets has increased dramatically over the last week. Old Spice presence has gone from next nothing to over 1,000 tweets a day.
But what are people saying about Old Spice in social media? The typical conversion appears to range from talking about the guy to the smell of Old Spice. Here are a few of the typical tweets.
“I’m an Old Spice man”
“Did you guys get a picture with the Old Spice guy? Jealous. I may have a man crush on him lol.”
“@OldSpice My wife doesn't like the smell of the super manly Old Spice products, How can i get her to fall in love with Old Spice?”
“The Old Spice man has convinced me. I switched from Axe to Old Spice deodorant.”
Inbound Marketing and Social Media is great at appealing to all markets and demographics. For example the The Old Spice advert is targeted at women. While that may be the case, but if we take as sample text of the conversions online the spilt is 62% male against 38% Female.
Was the Old Spice advert successful, judging by the increased online conversion and that they have managed to reach their target market of males aged between 21 -35 it appears so. But more importantly will it increase revenue?
The answer is a Social Media and Inbound Marketing yes, according to Nielsen. According to them, sales of Old Spice Body Wash—the line touted in the Wieden + Kennedy-created campaign—rose 11 percent over the past 12 months and since the effort broke in February, sales seem to be gaining momentum. Over the past three months, sales jumped 55 percent and in the past month, they rose 107 percent, also per Nielsen.
The success of their social media inbound marketing campaign has seen Old Spice become the No. 1 brand of body wash and anti-perspirant/deodorant in both sales and volume with growth in the high single/double digits according to P&G rep Michael Norton.
Remember that for your social media or inbound marketing campaign that good social media campaigns can take a while to take off but great social media campaigns can have an impact straight away.