Old SpiceA social media success story:

Jim Reynoldsjimmyrey@gmail.comTwitter.com/jimmyrey

Analyzing the impact of Old Spice Social Media Campaigns & rebranding effortsUPDATED (7/16/2010)

Analysis Setup

Details

• Setup in Alterian SM2• Brand Name + Mutation• Facebook Fanpage URL• No limits on Language• Location Limited to US• Full Historical Search (3+ Years of Data)* No Spam filtering enabled

Setup in Alterian SM2

Trend Analysis

Analysis:

• Limited Volume of conversation

• Conversations Primarily focused on Nascar & Coupons

• Largest Spike is focused on free Old Spice deodorant

Daily Volume 2009

Trend Analysis

Analysis:

• 1000% Increase in social media conversations year over year

• Viral Campaign kicked off early February and has continued to grow

• On July 13th Old Spice Guy started responding to social media (Twitter, YouTube) and has been a monster success

Daily Volume 2010

Where is the conversation happening?

2009 Social Media Channels

Analysis: •Microblogs (Twitter + Others) were the most active media type followed by message boards and social networks• Spikes were primarily focused on coupons and deal promotions

Where is the conversation happening?

2010 Social Media Channels

Analysis:•Microblogs (Twitter + Others) were the most active media type followed by message boards and Media Types – Other (Mainstream outlets plus social benchmarking)• Spikes were primarily focused on conversations around video releases

Audience Demographics

Analysis:

• Limited Set of broad reaching sites talking about Old Spice

• 55/45% male – female audience*

• Majority of age of audience talking about Old Spice is above 25 years old*

* Limited data set

2009 Audience Demographics

Audience Demographics

Analysis:

•Larger set of broad reaching sites talking about Old Spice

•65/35% male – female audience (70% of audience identified)

•Majority of age of audience talking under Old Spice is above 34 years old

2010 Audience Demographics

Topics of Conversation and Location

Analysis:

• Majority of conversation is focused on Nascar, deals & where to buy Old Spice

• #1 location in Michigan and #2 is California, the majority of these conversations are focused on deals.

2009 Topics of Conversation and Location

Topics of Conversation and Location

Analysis:

• Majority of conversation is now discussing the campaign, entertainment, and social related chatter

• Chatter is now not limited to specific geographic regions it’s now nationwide.

2010 Topics of Conversation and Location

Opinion Of Audience

Analysis:

• Nearly 50/50 positive – negative sentiment, from looking at the posts the majority of the audience has no opinion of old spice.

2009 Brand References

Sample Negative Post Positive Negative Post

Opinion Of Audience

Analysis:

• Nearly 65/35 positive – negative sentiment. From looking at the posts the majority of the audience has no opinion of old spice.

2010 Brand References

Sample Negative Post Sample Positive Post

Effect of the Campaign

Many times people will wonder how you can measure the effectiveness of a campaign. Below are the raw stats from Famecount.com.

• 5404% Increase in number of followers since April (7/16)• 11k RT’s of content including Old Spice keywords vs.

39 over the same period last year.• 28k RT’s as of July 16th

• 1025% Increase in YouTube Subscribers (7/16)• Video Released on 6/30 has over 5million viewsTwitter

Followers Facebook FansYouTube

Subscribers

4/2/2010 1271 544171 8672

6/30/2010 2572 549626 37204

7/13/2010 22630 568495 62779

7/16/2010 68690 588467 88937

Stats from Fame Count http://www.famecount.com/