Hi welcome back to my post!
This is week 10 and my last post!
So today i’m going to talk about ROI (Return Of Investment) in using social media marketing. We all might wonder, will we gain additional income by promoting in facebook or twitter or any other social media? The answer is yes!
Old Spice is a very good example of ROI in Social Media Marketing
At 2010, some of you might remember the Mustafa Video campaign by Old Spice, its a campaign by Old Spice that send personalised video messages to social media fans and celebrities. Now this campaign is fairly popular even for someone who is not a fan of Old Spice, because its just hilarious.
It all started when Old Spice’s official twitter account says:
“Today could be just like the other 364 days you log into twitter,” it read. “Or maybe the Old Spice man shows up.”
Thanks to Old Spice there has been a mass halt in productivity, because Old Spice man Usaiah Mustafa began collecting questions posted at him on sites like Twitter, Reddit, Yahoo Answers, etc, and answered them with immediate YouTube video responses. All in all, Old Spice wrote and created more than 115 different video responses. And they were consumed like candy.
The content Old Spice created wasn’t “good enough”, it was remarkable. It set the bar for the kind of social media campaigns that companies can launch on the Web and encouraged brands to be better.
Here is a video of it:
This videos are fun because once you see one you want to see the rest
and here is a video of Usaiah Mustafa commenting back on Perez Hilton and Biz (Co founder of twitter):
Now imagine it if they send a personalized video only for you, won’t that make your day?
So anyway, this Mustafa campaign is VERY succesful, their sales increased by 55% 3 months after its launching, and 27% over 6 months, and at its last month of campaign – Old Spices campaign gain increase of sales up tp 106%
. Not to mentioned their increase in social media graphic – it is huge.
An article at Advertising Age shows a comparison result of Old Spice sales result compared to other man’s body wash during Mustafa Campaign:
Now here we might see that Old Spice gain significant increase at sales and shares, but apparently it is doubled by Gillette in terms of sales. Not sure how Gilette do it, but they ought to have some mean strategy to boost their sales that much.
As you can see by making a unique, fun, and interactive social media marketing campaign, Old Spice managed to achieve increases in sales and not to mentioned fans.
There is only one problem with these results, Old Spice never want to keep things going despite its ongoing popularity at their time. As we know Social Media campaign depends on its sustainable relationship with the customers and Old Spice discard all of it.
Anw if i have recomendation for Old Spice is that they should have keep their ads cause people did not get bored with it, but its their management decision – maybe the cost finally ouweight the gain.
This is my last post, thanks for reading it. Cheers!
Goodbye of Old Spice man: