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Wednesday, July 21, 2010
You have no doubt heard of Old Spice and their recent video campaign in which they launched nearly 200 videos through their YouTube Channel http://www.youtube.com/user/OldSpice.  Not only did they launch a bunch of viral video content, but they leveraged the brand's mascot The Old Spice guy who answered questions from users submitted through various social networks, including Twitter, Facebook, and YouTube itself.

This is a great example of how to leverage video and social media to reach the masses and not only promote your brand but generate revenue as well.  Although reports suggest that the revenue portion is yet to come.  This article suggests that the campaign has received attention but not the sales as of yet.

Jack Marshall over at ClickZ had a great overview of the campaign of which we have shared below.
Old Spice Campaign Generated 35 Million Video Views in Seven Days
 By Jack Marshall, ClickZ,

Last week, men's hygiene brand Old Spice unleashed a barrage of over 180 videos through its YouTube channel, during which the brand's mascot The Old Spice guy answered questions from users submitted through various social networks, including Twitter, Facebook, and YouTube itself.
The campaign - created by agency Wieden + Kennedy - ran for just three days, with the first videos published on Monday, and the final message posted Wednesday evening. In just seven days since it launched, it's achieved the following:
  • -A total of 183 individual video responses have been posted to the Old Spice YouTube channel.
  • -So far, the videos have attracted 35.7 million individual views, as of 9am, Monday July 19th.
  • -The final video reply, addressed to "everyone," has amassed almost 2.5 million views and over 5,800 comments alone.
  • -The Old Spice channel was the most viewed channel on YouTube last week, and is now the third most subscribed channel ever in the site's "sponsor" category.
  • -Total upload views for the channel, a metric that includes the original TV ads, currently stand at over 92 million.
  • -At midday on Wednesday the brand's official Twitter account had 32,000 followers.
By Monday morning that number had more than doubled to 94,000 followers, and the account was featured on over 2,300 Twitter lists.

The campaign has also been making use of Facebook, encouraging users to pose questions, and posting the video responses on its official Facebook page. Some of those videos have already recorded upwards of 2,000 "likes," and the brand page itself has amassed over 630,000 likes.
According to Wieden + Kennedy, the campaign was created using a team of around 35 people working 12 hours a day for its three day duration.

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posted by Jody @ Wednesday, July 21, 2010  
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