Posted by: Patrick | August 21, 2010 Old Spice Guy’s Viral Coup – How He Did It

Get To The Point from MarketingProfs

Old Spice Guy’s Viral Coup: How He Did It

From July 13 to 14, “Old Spice Guy” (towel-clad spokesman Isaiah Mustafah) responded to users’ Old Spice references at YouTube. Short YouTube video clips featured OSG charming users with witty repartee. Links to the videos appeared on Twitter like that.The resulting user stats were impressive: Upload views at YouTube, over 83 million; subscribers to the YouTube channel. over 140,000; Twitter followers, 92,000; Facebook Likes, 686,000. Now, that’s a lot of listening fans!

How did Old Spice (and agency Wieden + Kennedy) score this multimedia coup? Here are the key ingredients that made this campaign a mega-winner:

A brave, playful strategy. Old Spice hails back to the 1930s. Observing the ironic attitude of modern man, it inversed its persona, creating a Manly Man so impossibly smug (yet so self-deprecating) that he was lovable.

Relinquishing of content. Appropriations (and imitations) of its “The Man Your Man Could Smell Like” ad appeared in droves (case in point). Users were inspired, having fun. Old Spice let them be—allowing word about its content to spread.

Acknowledging users while staying true to the original ad. Its decision to have Mustafa answer questions worked because people love acknowledgement. The material was also thoughtful and well-written without breaking the universe created around OSG; there he was, in the bathroom!

Clever use of media (Twitter, YouTube). Inspired media morphs made the content a medium in itself. Observe: a marriage proposal via OSG. (We’d totally say yes!)

Continuing the discussion. The effort couldn’t last forever, but the goodbye was epic and well-timed. To ease separation anxiety, Old Spice launched a second TV ad featuring Mustafa. And users who still want to play with OSG can do so on Facebook and Twitter.

The Po!nt: You, too, can enjoy the sweet smell of success. Brands still have the power to create beloved icons and spark crowd love. The key these days is to give folks the chance to build it with you.

Looking for great social media marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Social Media Marketing Factbook (May 2010). With 140 pages and 102 charts, it is full of relevant social media marketing stats and trends. The Social Media Marketing Factbook is Part 5 of the complete Digital Marketing Factbook (our 296-page full report).


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