Wieden + Kennedy Old Spice Case Study
There is no question that the recent Old Spice body wash campaign was a success, so much so that the responsible ad agency, Wieden + Kennedy, has produced a case study around the campaign efforts.
This campaign didn’t just deliver on an entertainment level, but it also resulted in a significant increase in sales which has led Old Spice to be the category leader in the man’s body wash arena.
Sales stats can be manipulated to say anything… if they’re up from the period following launch and it’s from a small base, then 27%-100% is not a lot… a better indicator would be share of market…
In which the brand remained flat, great artistic ad but a waste of viral media which didn’t convert any better than the category was already growing.