Old Spice doubles sales and teaches marketers some new tricks

[tweetmeme source=”@leimer” http://bradleyleimer.com/2010/08/02/old-spice-camp…-doubles-sales/%5D

Bookmark and Share

Old Spice Doubles Sales

My recent post about Old Spice and their recent marketing campaign’s lessons for the financial service industry led to some great comments through twitter (thanks!). Over the past month, much of the buzz about the campaign itself came from social channel proponents who, like me, were commenting on the great success of the campaign and its unique blend of social interaction to target a key market (younger generations who may not have normally connected with this ‘old’ brand).

Some of the articles and posts I read over the past month took the view that it is unlikely that the buzz will result in sales. Well, the campaign was pretty successful in selling some old spice. And then some.

Quoting the Wired article (link below), “During the four weeks ending June 13, market research firm SymphonyIRI (cited by Ad Age) found that sales of the product were 106 percent higher than during the same period last year.” Additional sources showed the sales increase ranged from 104-107%.

That’s a lot of Old Spice.

It also provides many lessons for those of us that are using, or plan to use, social channels to create buzz, build relationship, and translate that into some sales.

Some of the things we should note about the campaign:

1. Clever works. Clever is engaging. Clever gets clicks.
2. Pick a good spokesperson for your product or service – this choice was one of genius.
3. Starting off in traditional media and pairing with a (hopefully) viral social campaign can translate into big $$$.
4. Engage. Engage. Engage. Social components need to entice users to react, respond, and click/view.
5. Interact with a large number of influencers and everyday people to start the viral waterfall.

What did you learn from the campaign?

Hats off to Wieden + Kennedy and to the folks at Old Spice. Thanks for reminding us that clever and fun can work, even for ‘older’ brands. W + K

Additional References

Wired Story

Mashable Coverage

Tech Dirt
Google Results


Bradley Leimer is a dedicated senior marketer with experience in brand development, online / offline marketing, database marketing, web development, and online banking / mobile financial applications. Connect / Follow via linkedin.com/in/leimer and twitter.com/leimer (@leimer).

8 thoughts on “Old Spice doubles sales and teaches marketers some new tricks

  1. on I’m one of the founders of SIte44. Thank you for writing this review!One slight correction: you can create up to 5 websites (not pages) with the free accounts. Each website can have as many pages as you want. (The the $4.95 and $9.95 plans will work the same way.)For example, my blog () is hosted on Site44 and has hundreds of pages.

  2. I know this if off topic but I’m looking into starting my own blog and was curious what
    all is required to get set up? I’m assuming having a blog like yours would cost a pretty penny?

    I’m not very web savvy so I’m not 100% positive.
    Any recommendations or advice would be greatly appreciated.

    Many thanks

  3. Howdy this is kinda of off topic but I was wondering if blogs use WYSIWYG
    editors or if you have to manually code with HTML. I’m
    starting a blog soon but have no coding skills
    so I wanted to get guidance from someone with experience. Any help would be greatly appreciated!

  4. As playmaker, it works for Gilligan in hhis job
    too, which is placed as collateral how can i get my boyfriend back after a breakup with the lender of tthe loan repayment for certain personal information such as a therapy office.
    People can’t read your how can i get my boyfriend back
    after a breakup mind. Call center software can voice messages direct to leave a voicemail and automatic message, answering
    machine, the agents wrote.

  5. I’ve been exploring for a little bit for any high-quality articles or
    blog posts in this sort of space . Exploring in Yahoo I eventually stumbled upon this website.
    Studying this information So i’m satisfied to show that I
    have a very excellent uncanny feeling I came upon just what
    I needed. I most for sure will make certain to do not fail to remember this site and provides it a glance regularly.

  6. If you were to become lost while hiking or traveling in the wilderness, by
    finding the location of other wireless devices, you may be able to get to another Wi – Fi device,
    enabling you to get help, or find your route back to your camp or destination.
    Get a Wi-Fi security now to be safe from any danger.
    Only 34 percent of lost laptops were encrypted, 26 percent were backed up regularly, and seven percent had other anti-theft features enabled,
    according to the European report. A prosperous attack may provide the hacker unauthorized admission to a personal or company network.
    Wireless networks broadcast messages using radio and
    are thus more susceptible to eavesdropping than wired networks.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s