Spicing Up Old Spice

The other day, we posted a link to an article about the Old Spice marketing campaign on our Facebook page. According to The Neilsen Co., Old Spice body wash sales have increased 107% in the past month due to their social media marketing campaign.

How did they do it?

Old Spice kicked off the “The Man Your Man Could Smell Like” campaign in February 2010 with the first ad airing during the Superbowl. To date, the original ad has attracted almost 17 million views just on YouTube.

The brand itself wasn’t forced upon the viewers, instead they used a funny, casual and memorable approach. They are marketing to women who want their man to be attractive and to men who want to be attractive.

Visit their YouTube page to watch some of the videos.

Last week, Proctor & Gamble representative Michael Norton told BrandWeek.com that Old Spice is now the No. 1 brand of body wash and antiperspirant/deodorant in both sales and volume.

Old Spice added an integral component to their campaign in mid July. The “Old Spice Guy”, Isaiah Mustafa, used videos to personally respond to blog and Twitter posts commenting on the campaign. The response videos have been viewed more than 40 million times.

The lesson in all of this? Social media marketing can work in your favor if done correctly. Oh, and sex sells.