Home  › Social › Social Media

Old Spice Campaign Generated 35 Million Video Views in Seven Days

  |  July 19, 2010   |  Comments

A by-the-numbers look at the Old Spice guy's 183 YouTube videos, created in response to questions from users in social media channels.

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.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...