Over the coming weeks I’ll be sharing the Top 5 social media campaigns from the last 5 years. Here is number 2.
Old Spice – The Man Your Man Could Be
Objective
To create a video campaign promoting the new ‘Old Spice’ body wash products.
To come up with an initial video which had the potential to attract millions of viewers, driving the ‘Old Spice’ brand.
To create a buzz on Social Media sites so that the videos would be shared all over the Internet.
Concept
Old Spice came up with the idea of creating a character around which they would build their campaign.
Thus was born the Old Spice man – THE MAN YOU WISH YOUR MAN COULD BE!
Following this initial advert, a response campaign was launched where hundreds more videos were filmed using ideas which viewers themselves would post online.
The current theme throughout all the videos is humor.
Why we love it…
It’s hilarious!
I still am at a loss as to why the ‘Old Spice’ campaign was so unbelievably successful. 6 million views in the first 24 hours on Youtube is unheard of. The video was so popular that the brand was being talked about all over the web, and sales went through the roof (11% in one year).
This is the best example of a video rather than the product itself being used to promote a brand, and in this case putting the spotlight on a man, taking all the focus off the Old Spice products.
What’s more it is not just the initial video that is so impressive, the following Youtube domination included 180+ uploads by the company in response to comments made by viewers all over the internet.
Aside from promoting the products, ‘Old Spice’ has become a brand, with the logo now being printed on clothes and other consumer goods.
‘Old Spice’ has to be the Mailman Number 2 Social Media Campaign not simply because of the sheer numbers of people it reached, but because it managed to turn something as dull as a body wash/deodorant into a must-have item which people were proud to use.