Patrick BiddiscombeNew Breed · Founder & CEO of New Breed | HubSpot-Led Growth | Advisor to HubSpot & FinQore

THIS Ad May Have Saved Old Spice

Name: THIS Ad May Have Saved Old Spice
Uploaded: 2022-04-16T13:30:00+00:00
Duration: 47 s
Channel: Patrick Biddiscombe
Description: Old Spice's 2010 viral ad campaign targeted women, who made 60% of body wash purchases. The brand hit YouTube instead of the Super Bowl, racked up 20…

16 Apr 2022 · 1 min

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0:47

Old Spice's 2010 viral ad campaign targeted women, who made 60% of body wash purchases. The brand hit YouTube instead of the Super Bowl, racked up 20 million views in three days, and sales jumped 125% by July, crushing the 15% goal.

Questions this video answers

60%

Over 20 million views in three days

After one month (following the ad's release)

Target: 15% increase; Reported by July 2010: ~125% increase

They posted the ad on social media/YouTube rather than airing it on the Super Bowl.

Chapters

Did you know this viral ad changed how body wash is marketed? In 2010, Old Spice was facing a problem. They wanted a younger audience but the perception was that Old Spice was for old people. So they turned to marketing geniuses Wieden and Kennedy. Their market research showed that 60% of body wash purchases were made by women. The man your man could smell like series was born. They then decided to post the ad on social media instead of airing it on the Super Bowl. This way they could hit their younger target audience. It exploded on YouTube. It got over 20 million views in just three days. After one month, Old Spice became the number one all time viewed brand on YouTube. Procter and Gamble were aiming for a 15% increase in sales but by July 2010 that number had skyrocketed to 125% making them the top brand for men's body wash. Want to check out some advertising techniques to engage your own audience? Click the link for the blog.