Old Spice Guy Doubles Sales With YouTube Campaign

You know those amazingly hilarious YouTube videos of the Old Spice guy?  Of course you do, you know;  the ones that were direct responses to Twitter fans.  Everyone knows about them apparently because Old Spice body wash sales went through the roof.

While I write and sift through the web on various projects I inadvertently find myself awash in meme’s within various sites such as YouTube.

Translation – I need a break from time to time so I find entertainment.

Needless to say when I the eruption occurred over the Old Spice guy and his video responses to Twitter followers I was all over it.  I watched numerous videos and even pulled my spouse into the office to watch some. I was amazed and excited over the use of social media, and thought the tactic to be pure genius.

In discussing it with others, I admitted that the method of getting their name back out there and gaining popularity was a strategic move.  What I loved most about their video campaign was that at no point did it sound like a direct sales pitch.  It was a well crafted pre-sell marketing ploy.  The guy isn’t selling anything, he’s standing there in a towel responding to Lisa Barone as money fell around him and flirting with Alyssa Milano.

This is the kind of example that needs to be established so that other businesses still curious about the viability of marketing through social media can finally have their anxiety settled.  Old Spice Guy is the perfect half-naked role model for growing businesses.

As I marveled over the videos and had a number of good laughs I couldn’t help but wonder what kind of effect the campaign would have on the sale of Old Spice.  I assumed they would do well, mainly because they’ve been established for years and have credibility even  if that credibility came from an age of all grandfathers smelling alike – like they took a bath in Old Spice.  Still, just because something is funny or interesting doesn’t mean people are going to spend money.  After all, I enjoyed the videos as much as anyone else but I didn’t buy anything.

Will I?  Probably.  I know I’ll be thinking about half naked men in towels when I’m restocking my supply of body wash.

(does that sound inappropriate?)

In the last month, Old Spice sales did increase – and I’m sure as well as Old Spice had hoped.  Not just a little either, but a whopping 107%.

That stat comes from Nielson, which also revealed that individual products that had been slipping in their sales received a spike after actor Isaiah  Mustafa gave it his all… and a towel.

Visible Measures’ Matt Cutler was quotes saying that the total web views for all Old Spice brand videos had hit 110 billion “surpassing the reach of traditional broadcast”.

I have to tip my hat to Old Spice.  They created more than 70 videos in the span of one day out of a remote location.  With a small team of social media rangers, a film crew, a ton of props that would make Carrot Top jealous and 1 half-naked Mustafa they managed to do something that many have attempted and few have achieved.

To Your Success,
Joerg Weishaupt

P.s. Get more information on social media and marketing in my free primer "Building A Successful Marketing Strategy". Sign up for your free copy today.

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