Old Spice - Video case - Named the best Social Media campaign.. ( and yeah it also won the top prize at Cannes !! does it matter ?)

The Old Spice Case Study talks us through the insight around targeting men & women at the same time to generate conversation around body wash. When it was launched online for the super bowl weekend (and TV shortly after) the campaign managed to capture 75% of all conversations in the category (although I’m sure that was off a small base) before every man and his dog was talking about the Old Spice ads.

To continue that success Old Spice & WK needed to take the campaign to the next level, Mustafa was now a household hero, and they wanted to engage the fans directly. And so the response campaign was born.

Over 3 days, a team of creatives, digital strategists, developers and producers filmed 180 odd videos around the clock, creating videos and responding directly to fans and celebrities in near real time to create what is now known as the best social campaign ever to have been created.

So here are a few of the stats… hold your breath…

* On day 1 the campaign received almost 6 million views
(that’s more than Obama’s victory speech)
* On day 2 old spice had 8 of the 11 most popular videos online
* On day 3 the campaign had reached over 20 million views
* After the first week old spice had over 40 million views
* The old spice twitter following increased 2700% (probably off a lowish base)
* Facebook fan interaction was up 800%
* Oldspice.com website traffic was up 300%
* The old spice YouTube channel became the all time most viewed channel (amazing)
* Thecampain has generated 1.4 billion impressions since launching the ads 6 months ago
* The campaign increased sales by 27% over 6 months since launching (year on year)
* In the last 3 months sales were up 55%
* And in the last month sales were up 107% from the social responses campaign work
* Old spice is now the #1 body wash brand for men.

I don’t think I need to add much more to that. I just really want to see what old spice has in store for us next, in fact i’m itching for it.

Ikea creates buzz with simplest of features of Facebook - Tagging

Forsman & Bodenfors are known for some great creative work, and they recently devised a Facebook campaign for a new Ikea store in Malmo, Sweden. When small budgets and big briefs clash, the out come only ever heads in a single direction these days… to Facebook!

Some of the best campaign strategies are simple, and none simpler than using the default “tagging” tool on facebook to help create a bit of buzz for an online competition.
Users were drawn to the new Facebook profile page of the store manager, who’d uploaded pictures of his new showrooms.

People were told that the first to tag their name on any item, would win it. With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs! Subsequently, thousands and thousands of people were flooding the Facebook page in search of freebies!

Gen Y and Marketing

Generation Y also called millennial generation includes all born between 1977 and 1998. The way of living of this generation is a bit (read: a lot) different and has began to enter the workforce. It is not only funny to know that members of this 75 million person group were raised and are being raised at the most child-centric time in our history and the impact to marketers is undeniable. :) 

To market your product / service to this generation, it is vital to understand the way they live and what marketing concepts do they accept and what they consider as funny.
 

In general, it is said that this group displays a great deal of confidence. This could be the result of focus they receive from parents and high expectations placed upon them – not to mention their new found independence with the advent of cell phones, the internet, and other electronic forms of communication.

This is truly the first generation to grow up completely online and as a result, the marketing mix used to target them needs to evolve. As you might expect, this group is technically literate like none other.

Kaya Skin – Getting under the skin of digital media

Kaya Skin Clinic, the brand most associated today with a scientific approach to skincare, has redefined the bridal make up market using the platform of social media marketing. It was researched that the to- be-bahu today is googling for bridal make-up before her wedding day and seeking a lot of advice before making her purchase decision. Internet branding gave Kaya a platform to engage the customers and have a two way dialogue with them.

Currently, they spend 5-7% of their budget on the digital medium. They realized that there is a widespread lack of awareness about skincare and there is a need for expert advice on skincare. There are millions of web searches and hundreds of queries on skincare. But over 250 dermatologists worked with Kaya to actively respond to these queries on various forums like Yahoo Q&A etc. They also reached out to prominent bloggers for skincare education. They also used social media to update their existing and potential customers on the latest offerings which included services, technology and special promotions. They are active on Facebook, Orkut, Twitter and Youtube and on portals like Yahoo.