The Effectiveness of IMC #OldSpice.

‘The Man Your Man Could Smell Like’ campaign followed the AIDA response process model. The Old Spice campaign grabs consumer’s attention and develops an interest for products, in turn creating a desire to own the Old Spice brand and hopefully getting the consumer to make a purchase commitment (Belch and Belch, 2010). By the end of the campaign Old Spice had become the #1 all- time most viewed and #2 most subscribed branded channel on YouTube (Fernandez, 2010). The post campaign results of ‘The Man Your Man Could Smell Like’ campaign show just how effective IMC can be.

  •  On Day 1, the campaign received 5.9 million YouTube views, more than Obama’s victory speech after 24 hours (Fernandez, 2010).
  • On Day 2, Old Spice had 8 out of the top 11 most popular videos on the web (Fernandez, 2010).
  • By Day 3, the campaign eclipsed 20 million YouTube views (Fernandez, 2010).
  • One week post-launch, the work had been seen more than 40 million times (Fernandez, 2010).
  • Twitter followers increased 2700% (Fernandez, 2010).
  • Facebook fan interactions went up 800% (Fernandez, 2010).
  • Facebook fans increased 60% (from 500,000 to 800,000) (Fernandez, 2010).
  • traffic increased 300% (Fernandez, 2010).
  • YouTube subscribers for the brand more than doubled, increasing from 65,000 to 150,000 (Fernandez, 2010).


Belch & Belch, (2010) “Advertising and Promotion”, p.155, Ed 9, McGraw Hill, (Accessed 7 July 2014)

J, Fernandez (2011) Marketingweek Available at: (Accessed 5 July 2014)

Image & Video References

Display Image (2010) Metro Available at: (Accessed 7 July 2014)

Old Spice. 2010. Questions Available: (Accessed 12 July 2014).

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