You know those YouTube videos with that manly Old Spice guy and his hilarious responses to Twitter fans? Of course you do. So does everybody, it seems, because Old Spice body wash sales have increased 107% in the past month thanks to that social media marketing campaign.
We already published stats from video analytics company Visible Measures that made it clear that the Old Spice guy was a hugely successful initiative from marketing firm Wieden + Kennedy, achieving millions of viral video views quicker than past hits like Susan Boyle and U.S. President Barack Obama's election victory speech.
The statistic of the 107% sales increase over the past month comes from Nielsen, which also revealed that sales increased 55% over the past three months. Individual products that were slipping in sales saw spikes after actor Isaiah Mustafa showed them off in the TV and Internet video ads. Those numbers were cited in an article at BrandWeek.
The campaign began with simple TV ads, which then went viral on YouTube. The follow-up program in which Mustafa recorded funny videos in response to fans, bloggers and Twitter influencers hit it out of the park. Adweek quotes Visible Measures' Matt Cutler saying that the total web views for all Old Spice brand videos have reached 110 million, "surpassing the reach of traditional broadcast."
Adweek also reports that Old Spice is working on a new campaign, but that it's "unrelated" to the Mustafa videos. That's a tough act to follow, but we don't think anyone at Old Spice is complaining today.
http://mashable.com/2010/07/27/old-spice-sales/
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