While the Old Spice ad campaign, “The Man Your Man Could Smell Like,” was amusing to watch, marketers were interested in whether it could lead to increased sales. According to The Nielson Co. and SymphonyIRI Group, the answer is yes, as reported by BrandWeek:
Over the past three months, sales jumped 55 percent and in the past month, they rose 107 percent, also per Nielsen. Recent sales figures from SymphonyIRI also show a lift for Old Spice Body Wash products. – Old Spice Campaign Smells Like a Sales Success – Brand Week
As the Old Spice Man responded directly to people via a series of videos, we took a look at the basic measurements available. Let’s take an updated look now that we have sales information.
Mentions on Twitter spiked around the time of the response videos, but have increased over the past week as news of the sales reports has spread.
Searches for “old spice” on Google also spiked around the time of the response videos, but have remained higher than before them.
P&G Rep Micheal Norton weighed in on the results:
“Since the ‘Smell Like A Man, Man’ campaign broke in February, Old Spice has month-over-month strengthened its market position,” said Norton in an e-mail. He added that Old Spice is now the No. 1 brand of body wash and anti-perspirant/deodorant in both sales and volume with growth in the high single/double digits.
According to BrandWeek, the response videos have been viewed more than 40 million times and total brand views on the web are more than 110 million.
It will be interesting to see if Old Spice continues to converse with customers via videos and social media or if this was just a limited-time campaign. If it is a limited-time campaign, time will tell if Old Spice can keep it’s sales lift or if it falls after people lose interest.
What do you think?