Who’s Tweeting @OldSpice: Ashton Kutcher & Your Mother

Last week, Old Spice employed a revolutionary social media marketing campaign.  In their campaign, they encouraged Tweeters to tweet questions at “Old Spice Guy,” who replied with hilarious video responses to their questions.  Old Spice also geared many of the videos towards influential celebrities like Ashton Kutcher and Perez Hilton, as well as both of Twitter’s co-founders. We tracked @oldspice, and by looking at the most followed tweeters, we saw which celebrities were fraternizing with “Old Spice Guy.”

While Old Spice was able to grab the attention of A-list celebrities, the genius of the campaign was the hope of Average Joe tweeters receiving a video response from “Old Spice Guy.” Thus, 80% of the Tweeters @oldspice had less than 500 followers – essentially “mainstream Twitter.” This blend of celebrity conversation with average Tweeter involvement resulted in Old Spice being a huge topic on Twitter last week. Somewhere, Old Spice Guy is beaming.

How to do this yourself:

4 Steps to Conduct a People Analysis of your Rowfeeder Track:

1. Download your data from Rowfeeder into an Excel spreadsheet or a .csv file.
2. Copy and paste your data into our “People Analysis” template found on our Reports page.
3. Un-hide the Pivot Table in columns A-E, and under “Data,” click “Refresh All.”
4. With your new data now in place, adjust your charts and ranges accordingly.

• Posted on July 20, 2010 by Adam Schoenfeld
• Categories: Pop Culture, Twitter