Is there anyone out there who has not seen the online Old Spice videos ? The YouTube promotion for the range of Procter & Gamble deodorant, body wash and anti-perspiration products was a hit and just shows how a creative use of social media and content leads to an enormous buzz and, most of all, to results.

Sales of the products are still increasing (P&G talks about double digit growth) and the metrics of the campaign itself are also impressive: 1,8 billion impressions, more than 140 million views on YouTube and an increase of the number of followers on Twitter of 2700%.

Please note that a part of the metrics also concern “related content”. The campaign has after all been used in various ways by people who have created content themselves, inspired, amused or touched by the action, which also ensured extra attention and visibility.

Joe Pulizzi of the Content Marketing Institute used the example of Old Spice in his presentation on the congress of the Belgian Marketing Foundation recently and said that he, from a marketing point of view, was very sorry that P&G had made an end to the series: the story (ultimately the aim of content and the very key to word of mouth) was there and it would have been best to have continued. There was so much more that could have been done with it.

The social and digital buying journey of women

Either way: P&G has obviously successfully found a way into social media. The LA Times recently wrote that the cleaning, washing and body care product manufacturer has stopped the production and sponsoring of soap operas on TV and this after…77 years. The last one disappeared from TV in September.

What would replace it? Digital media in general and even more also social media. Marketing director Marc Pritchard of P&G stated in an interview that digital marketing was becoming very integrated with how the company operates.

P&G increasingly aims at women through social media. Women were after all also the largest target group of the daytime broadcasted “soap opera’s” that are now being stopped (P&G will still advertise in existing soaps).

Some months ago the company started selling nappies on Facebook and also  introduced an iPhone application for its “Always” brand through which women can amongst other follow their menstrual cycle.

It’s about word of mouth and Sales 2.0

In the article in the LA Times, Dori Molitor, who along with her agency WomanWise specialises in brand marketing for women, says that social media has become real mass media for woman and is much better suited to the way in which they make purchasing decisions today.

Redefine mass and I agree, especially with the second part.

Social and digital is therefore still the way that the world’s greatest advertiser is going. And the reasons are simple.

Marc Pritchard: “it is the oldest form of marketing (word of mouth) with the newest form of technology”…

Yes, it’s that simple sometimes. Good experiences, being where the customer is and relevance that leads to word of mouth and new customers. Sales 2.0.