SocialSocial MediaOld Spice Campaign Generated 35 Million Video Views in Seven Days

Old Spice Campaign Generated 35 Million Video Views in Seven Days

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.

Related Articles

What YouTube's new in-app messaging feature means for brands

Social What YouTube's new in-app messaging feature means for brands

3m Tereza Litsa
How Toys 'R' Us capitalized on a timely sponsorship of a live giraffe cam

Campaigns How Toys 'R' Us capitalized on a timely sponsorship of a live giraffe cam

7m Al Roberts
Facebook to get mid-roll video ads, share revenue with users: report

Display Advertising Facebook to get mid-roll video ads, share revenue with users: report

10m Al Roberts
Why BT Sport is showing the Champions League final on YouTube

Events & Awards Why BT Sport is showing the Champions League final on YouTube

1y Tereza Litsa
Food Tube: How video storytelling led to 2m YouTube subscribers

Social Food Tube: How video storytelling led to 2m YouTube subscribers

2y Tereza Litsa
How can you make your videos rank better on YouTube?

Search How can you make your videos rank better on YouTube?

1y Graham Charlton
The state of influencer marketing in 2016

Social Media The state of influencer marketing in 2016

1y Mike O'Brien
How Jamie Oliver used video storytelling with FoodTube

Events & Awards How Jamie Oliver used video storytelling with FoodTube

1y Tereza Litsa