Old Spice made the bank and Suzanne Paul

Two weeks ago, Isaiah Mustafa better known to some as the “Old Spice Guy” took the Interweb by storm: through a series of videos which personally replied to online users who had mentioned Old Spice in the past. Responses to users ranged from various platforms from YouTube, Blogs, Twitter, Yahoo Answers and Digg. The campaign racked in almost one billion media impressions with all of them coming from YouTube.

This may have been one of the most fun and cool campaigns we have seen a company do in a long time, but what the hardest-to-convince strategists, marketers and critics out there wanted to know was: did it increase their sales at all?

And it did, in a BIG way: in a recent article reported by Mashable, the personal video campaign increased their sales by 107% in the last month alone. Before this particular campaign, their products were at 55% in sales, this can be credited to the Superbowl advertisement where we first got re-introduced to the New Old Spice.

The agency behind this Old Spice campaigns’ viral success, are heading back to their Lab to come up with another witty and creative campaign. And by the looks of things Mr Mustafa won’t be part of it this time around, says Agency Wieden+Kennedy, creative director, Jason Bagley

While writing this, an interesting thought popped into my mind. What if New Zealand’s own legendary beauty product spokeswoman Suzanne Paul (for those who don’t her, you can just Google her name) did a similar thing for her Natural Glamour beauty line. Now that would be something, don’t you think?

Is the brand relation between Old Spice and Mr Mustafa so strong that another campaign without him is just unheard of?

We would love to hear your thoughts on this.

Editor in Chief at here SMNZ, I have a passion for social and digital media. When not writing and managing SMNZ I am the Head of Innovation at TAG The Agency, a digital ad agency and the Head of Sales and Marketing for End-Game, a software development agency. I'm also involved with a number of startups and I am always keen to support those that are bold enough to give things a go. Start something, better to try than to live wondering what if...


  1. Steffen Reply

    Really? Ignoring coupons and everything else that went into this?

    Gillette had a 277% increase, without Isaiah Mustafa. Just traditional TV campaigns and coupons.

    I'm not saying Old Spice Guy wasn't a success, just that it's too early to tell how much impact he had on sales. Give it time for the coupons to expire, see how things hold up compared to other brands. No rush.

    Link to AdAge article (source): http://adage.com/article?article_id=145096

    1. John Lai Reply

      Hey Steffen

      Thanks for your reply

      Would you credit gillette success to the fact that the brand is a bigger then old spice ? and the fact they have bigger superstars that endorse it's brand and also sponsors of big events

  2. Iain Bain Reply

    Hi John

    Thanks for the update on the Old Spice campaign sales results.

    I thought that it was really interesting to see a concerted group of marketers "gang up" on this campaign (e-marketer blog)within a couple of days of it hitting, and quoting that sales hadn't increased. (Obviously little understanding of supply chain time relationships in sales!)

    It seems that there is a rearguard fighting to deny effectiveness of any social media work.

    Even cynics like me can see opportunities to promote through these platforms!

    1. @iamJohnLai Reply

      Thanks for your comment, much appreciated

      It's interesting to see the respond, but like any new platforms questions will always be asked – and it will just be a matter of time when people will get use to it

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