The Old Spice Commercial

First ad

• P&G began this with a super bowl ad in february where they introduced The Old Spice man.

• A shirtless man with great physique and sense of humor.

• The Old Spice Man promised women that he is “The Man your man could smell like”

Commercial

Click on video to play

Social Media presence

http://www.twitter.com/oldspice

Facebook

http://www.facebook.com/oldspice

Youtube

http://www.youtube.com/oldspice

The Viral day

• 5 months later, company decided to bring The Man to life again.

• One one fine morning, company posted this message on its twitter and facebook account: "Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice Man shows up @Old Spice."

• And the story begins…

The two day phenomenon

• As people started posting questions, The Old Spice man started posting videos of replying to those queries in near real time manner.

• Company produced 180 videos in less than 2 days, generating lot of buzz.

• They interacted with celebrities, influencers and fan’s queries through videos

Behind the scenes

• Old Spice had crew of social media experts sitting in a room and analysing whole phenomenon in real-time.

• They identified potential influencers on twitter and social media.

• They asked creative team to write hilarious scrip and shoot video response.

• Then they posted videos in near real time manner on youtube and kept on interacting with celebrities.

Youtube and Twitter stats

Success• Videos were uploaded on – 12th, 13th and 14th July.• Total video views during first week– 35.7 mn• Effect– Channel Views: 11,284,603– Total Upload Views: 133,014,300 (includes original

commercial 5 uploaded months back)– Subscribers: 162,319– Fans on Facebook: 807,845– Twitter followers: 110,323– #1 most viewed channel on youtube in July.– #2 most subscribed channel of all time.

Most popular video virals – all time

58k new Twitter followers, 29k new Facebook fans,

6.4MM views of the campaign video + 5MM

views of all responses in 48h