Old Spice: 70 Year Old Brand Finds Its Purpose

by Andrew DiFiore

By now you’ve seen “The Man Your Man Could Smell Like” TV ad campaign, featuring Isaiah Mustafa, that pulled the Old Spice brand back from the brink of irrelevance and effectively restoring it to the #1 spot in market share.

The campaign launched in February during Superbowl XLIV and by the time Procter & Gamble’s Global Marketing Officer Marc Pritchard described its success at the ANA Conference in October, Old Spice had generated 1.8 billion PR impressions (globally) and an incredible explosion of online engagement with a 2,700% increase in Twitter followers, 800% increase in Facebook fans, 300% increase in website traffic, and over 140 million YouTube views (collectively). All this translated into double digit sales.

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Tags: ANA Conference, Facebook, Isaiah Mustafa, Marc Pritchard, Old Spice, P&G, Procter & Gamble, Social Media, Twitter, video marketing, YouTube

This entry was posted on Thursday, January 20th, 2011 at 7:04 pmand is filed under Advertising, Internet Marketing, ROI, Social Media. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

4 Responses to “Old Spice: 70 Year Old Brand Finds Its Purpose”

• Dewayne Jeavons Says:
  February 4th, 2011 at 5:08 am

  You’re being sarcastic right?
• puro fire Says:
  January 22nd, 2011 at 1:18 pm

  love these vids.
• Willian Bonniwell Says:
  January 21st, 2011 at 12:52 pm

  This a impressive material. I enjoyed it very much.
• Tweets that mention Old Spice: 70 Year Old Brand Finds Its Purpose | B2B Marketing Posse -- Topsy.com Says:
  January 20th, 2011 at 9:26 pm

  [...] This post was mentioned on Twitter by Andrew DiFiore, B2B Marketing Posse. B2B Marketing Posse said: #b2bmarketing Old Spice: 70 Year Old Brand Finds Its Purpose: By now you’ve seen “The Man Your Man Could Smell L… http://bit.ly/h3AKVW [...]