NEW YORK (AdAge.com) -- No viral meme can last forever, right? As good as Old Spice's "Responses" campaign was, it's peaked and is now in a downward slide, losing 70% of its audience on the web last week.
Mind you, down 70% for Isaiah Mustafa still meant more than 11 million views for the customized YouTube responses alone and four of the top 10 slots on the Viral Chart. All versions of the Old Spice videos -- ads, responses and Odor Blocker videos -- have racked up 130 million views on the web since February, according to Visible Measures.
The question now is what, if anything, agency Wieden & Kennedy will do to keep the Mustafa magic alive. Paid placements? Another ad? Another web stunt?
One thing we do know: Mr. Mustafa is going to be a whole lot busier. He's landed a role in the latest Jennifer Aniston film "Horrible Bosses" and now has a holding deal at NBC.
It's a little early to assess the results of the campaign, but Old Spice is picking up market share. Although so is Gillette, whose "Perfect Length" advertises a different category but grew 123% in views last week.
Joining Old Spice on the chart this week is a new collaboration from YouTube, director Ridley Scott and Korean electronics giant LG, "Life in a Day." The campaign is soliciting video footage from people's daily lives that it's calling a "global experiment to create the world's largest user-generated feature film." Most views so far (2 million) are on the promo video. The resulting film will premiere at Sundance in January.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||Old Spice||Responses||Wieden & Kennedy||11,309,342||-68%|
|2||8||Gillette||Perfect Length||Jack Morton||2,159,215||+123%|
|3||New||LG and YouTube||Life in a Day||N/A||2,158,010||New|
|4||2||Old Spice||The Return of The Man Your Man Could Smell Like||Wieden & Kennedy||2,143,315||-62%|
|5||3||Old Spice||Odor Blocker||Wieden & Kennedy||1,993,413||-42%|
|6||4||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||1,928,529||-36%|
|7||7||EMC||EMC 20% Guarantee||Sharethrough||1,903,151||+77%|
|8||5||Dentyne||Dentyne Pure||Platinum Rye, Sharethrough||1,210,476||-3%|
|9||New||Victoria's Secret||Temperature Rising||Razorfish; Sharethrough||963,783||New|
|10||10||Evian||Live Young||BETC Euro RSCG||939,553||+12%|
Source: Visible Measures
*The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations.
Note: This analysis does not include Visible Measures' paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week.
**Indicates percent change in views compared with the same period the week before.
To notify Visible Measures of an upcoming video ad campaign, or for an end-to-end assessment of your campaign's overall performance, please contact Visible Measures directly.