Old Spice touts effectiveness of latest video campaign at generating brand awareness
Published August 06, 2010
Old Spice's latest viral video campaign, which featured former NFL player Isaiah Mustafa, was a tremendous hit among consumers. Now, the company has released the statistics of the viral digital marketing campaign, touting its effectiveness.
According to Old Spice, the YouTube campaign was "the fastest growing and most popular interactive campaign in history," generating more views than President Barack Obama's presidential victory speech. The initiative generated 40 million views over the course of a week and 1.4 billion ads overall.
The recent campaign was also effective at building Old Spice's brand recognition. The deodorant manufacturer estimates that it accounted for 75 percent of consumer conversation in its category, while Old Spice Bodywash sales were up 27 percent in the last three months and 107 percent during July.
A recent report from AdAge shows Old Spice's campaign is still the top viral campaign with more than 4 million views during the past week, though its popularity dropped off more than 50 percent. Meanwhile, Levi's new "Walk Across America" campaign debuted on the charts at second place.