The following case study shows how an advertising firm, Wieden+Kennedy, created a comprehensive campaign to increase awareness and sales of Old Spice.

As you watch the video pay particular attention to the numbers (or metrics) used to evaluate the campaign:

• What metrics were used as the impetus to support creation of the campaign?
• What metrics were used to determine if the campaign was successful?
• Were there specific metrics that mattered because they drove other important metrics?