Friday, 3 February 2012

That was my Idea First.

There is no question as to why Old Spice remains to be one of the most memorable advertising campaigns to date. The guy is on a boat, on a horse, on a beach with one of the most attractive scented bottles to make men feel like the "ultimate guy".  If we take a look into the history of the brand,  founded in 1934 by William Lightfoot Schultz, the first Old Spice product was for women (introduced in 1937). Old Spice for men followed in 1938.  But what really makes the brand such a success?! Maybe it is the fact they have produced 398 videos with a viewership ranging from a minimum 29,000 to 33,110,635 (and then some). 

I was interested just to understand how such a brand such as Old Spice has held up the title as best "viral" campaign. I was reading an article recently by Lisa Barone that talks about some reasons to answer my question what makes the Old Spice campaign so remarkable?!

by LISA BARONE on 07/14/2010 
It was all done in real-time

The genius of yesterday’s campaign was that users could submit questions to the Old Spice man and, within minutes, watch a video response to their question. The immediacy of the campaign drew people in and had them sitting at computers all afternoon watching the Old Spice Twitter page update. We wanted to see what he was saying now and see if OUR question had been answered. It broke down that third wall and showed us that Old Spice was listening, in the moment, and that they heard us.

It created personal connections 

Old Spice did something social media experts recommend to brands all the time – they made personal connections with influencers. They reached out, by name, to prominent media, celebrities, news outlets and and common folk who should be aware of Old Spice, addressing them with personalized messages that they’ll remember. There was no mass emailing here. The responses were carefully written to address each person individually. The video made to Alyssa Milano dripping with Who’s The Boss references? OMG, awesome! 

You can’t watch just one

If you were living under a Rhea rock yesterday and haven’t seen any of the videos, you’re gonna want to block off some time to catch up. Because they’re completely addicting. And the fact that you can’t watch just once is what MAKES them viral. You can taste the fun the writing team is having with these and you want to see what’s coming next. You almost feel like you’re missing something by NOT viewing them all.

They got the media involved

This was really, really smart. Many of the videos Old Spice created were directly in response to media outlets. By doing that, Old Spice ensured that the media outlet not only saw what they were up to, but it gave them an ego-charged reason to share it with their own audiences. And from there, the media swarm snowballed. Old Spice created videos targeted at (links go to individual response videos. No charge.) Perez HiltonGQGizmodoThe Huffington Post,Twitter’s Biz StoneDigg’s Kevin RoseGuy KawasakiThe Ellen Show, and many others. 

It’s fun

The reason this campaign has worked is because users are enjoying watching the videos. They don’t see them as “marketing” or Old Spice’s attempt to sell to them. The content is so remarkable that users simply like consuming it. Media and celebrities are tripping over themselves simply trying to be part of it. That’s the difference and what makes it remarkable.  Audiences have fallen in love with Isaiah’s character and they’ve become invested in the brand.  They want to be part of it and support what Old Spice is doing. And that’s going to translate into increased sales.
From the very beginning, the campaign has set a mile stone for future marketers. Recently posted on the Marketing Magazine was my proof. Titled "OLD SPICE GUY, MEET AWESOME CANADIAN WOMAN" the article talks about how a Canadian Company has turned into the first-ever consumer campaign. The target at focus being women, but the big idea branching off of well known campaigns such as Old Spice.  

But isn't that typically how companies work? Branching their "big ideas" off of  other  well known "catchy" campaigns? I personally think that (although such a tactic may have worked in favour for Upper Canada Soap) as marketers we shouldn't mess with a good thing. But then again what do I know. 


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