Wieden+Kennedy
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Description
Digital Response
July 14, 2010
To build on the success of the Man Your Man Could Smell like buzz and online conversation, Wieden+Kennedy and Old Spice took a fresh approach to online brand engagement with a unique interactive strategy. For three days (July 12 - 14), the Old Spice guy engaged directly with his fans and consumers of Old Spice, sending those who responded to the work a personalized message.
This was an opportunity for fans and consumers to learn more about the Old Spice guy and the Old Spice brand by asking questions or sending responses.
And the results, the digital responses were a hit.
Total campaign impressions since February 2010 have now reached approximately 1.2 billion and still climbing.
The personalized digital response videos have received over 34 million aggregate views with a total of 38,535 YouTube comments.
As of 7/18, with 94 million+ views Old Spice has become the #1 ALL-TIME Most Viewed Sponsored Channel on YouTube and with 122,000+ subscribers is the 3rd All-Time Most Subscribed Sponsored Channel on YouTube.
Old Spice's Twitter now has over 83,000 followers—an increase of 2700% since launch.
This was an opportunity for fans and consumers to learn more about the Old Spice guy and the Old Spice brand by asking questions or sending responses.
And the results, the digital responses were a hit.
Total campaign impressions since February 2010 have now reached approximately 1.2 billion and still climbing.
The personalized digital response videos have received over 34 million aggregate views with a total of 38,535 YouTube comments.
As of 7/18, with 94 million+ views Old Spice has become the #1 ALL-TIME Most Viewed Sponsored Channel on YouTube and with 122,000+ subscribers is the 3rd All-Time Most Subscribed Sponsored Channel on YouTube.
Old Spice's Twitter now has over 83,000 followers—an increase of 2700% since launch.
To build on the success of the Man Your Man Could Smell like buzz and online conversation, Wieden+Kennedy and Old Spice took a fresh approach to online brand engagement with a unique interactive strategy. For three days (July 12 - 14), the Old Spice guy engaged directly with his fans and consumers of ...
read more 
Aug. 13 2010
Aug. 12 2010