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 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
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.
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 involvedThis 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 Hilton, GQ, Gizmodo, The Huffington Post,Twitter’s Biz Stone, Digg’s Kevin Rose, Guy Kawasaki, The Ellen Show, and many others.
It’s funThe 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.
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.