Old Spice Body Wash Case Study

To capitalize on the success of their super bowl ad campaign for Old Spice body wash, Procter and Gamble developed and implemented a project to interact with fans and customers of their commercial. The idea of the project was simple, over a series of 2 ½ days (July 12-14 2010) the Old Spice guy would respond to comments given to him by his fans via social media. Procter and Gamble’s main reason for implementing this project was to generate brand awareness for Old Spice and therefore increase the volume of sales for Old Spice Body wash.
The project manager for this particular project would be considered Wieden + Kennedy, the advertising firm hired to develop and manage the advertising campaign for Proctor and Gamble. The main sponsor behind the project was Proctor and Gamble since they have the highest interest in the success of the …show more content…
As a marketing firm they are paid for their creative expertise and expected to create brand awareness for their client Proctor and Gamble. This firm oversaw the development of the systems surrounding the project and hired the creative team and actor. They had to have at least two different work spaces one where they organized comments and wrote scripted responses and another where the response was filmed in a studio.
Proctor and Gamble as the main sponsor had immense interest in the project. They needed to cover expenses hiring an advertising firm who developed the project for them. Proctor and Gamble were not involved directly in the implementation of the project just in the hiring of the firm that carried it out.
The result of the project was a success. Old Spice body wash sales increased by over 100%. As an added benefit the Old Spice brand was the most popular branded Youtube Channel. This campaign has been one of the most impactful and most popular marketing moves in recent history. Proctor and Gamble benefited greatly from the