3 things you don’t know about Old Spice’s success

Posted: August 25, 2010 in I Don't Know, Marketing
Tags: , ,

Hello marketers. Look at your marketing. Now at this Old Spice campaign. Now back at your marketing. Now back again. Sadly, your marketing isn’t the Old Spice campaign. And guess what? Even if we want to switch to the Old Spice campaign strategy, few of us will ever have the resources for that kind of effort.

Certainly the sheer avalanche of digital bits spilled over this campaign must have the folks at Wieden + Kennedy (the agency responsible) bursting with pride. And why shouldn’t they? By all accounts, this is a breakthrough campaign. The first ad — “The Man Your Man Could Smell Like,” launched online and bolstered by a television campaign — garnered more than 2 million online views in its first two weeks. By the end of spring it had approximately 11 million views and now stands at 18 million. [read]

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