Old Spice leading the way in social media marketing

Look at your brand. Now look at this brand. Now back to your brand. Now back to this one.

By now, I am sure we have all enjoyed at least one of the Old Spice adverts with our friend, and suave manly gentleman, Isiah Mustafa. Old Spice had long since suffered with a slightly stuffy and ubiquitously aged reputation. Bruce Campbell, the legend and star of the Evil Dead trilogy, was the first to give the brand a breath of fresh air. However, never has a character in an advert been so well received than that of Wieden+Kennedy’s universally loved Old Spice Guy.

So it is good to see Old Spice has also cracked the social media world of marketing. It isn’t new for brands to reply to their customers’ comments and Tweets. In fact it is common practice. However, there is a clear divide between those brands that don’t quite get the medium; Tweeting self-serving links and irrelevant marketing spiel, and those that understand that social media can help to humanise a brand’s personality; a personality that consumers, and other brands alike, can interact with beyond that of simply consumption (or in the case of brands, competition).

Old Spice’s success in transforming a TV advertising campaign into a viral phenomenon can be accredited to the fact that, not only have they pro-actively fielded consumer questions, they have responded in their style, in real time and using familiar social media formats. Responding in video reinforced Old Spice’s alluring personality and also remained relevant. Using Twitter and YouTube, they were able to create a viral storm that not only attracted consumers but other brands too (Gillette asking, “Old Spice, what’s up old friend. Big Fan! It’s good to see you!”, only to receive a memorably sophisticated retort).

Fundamentally, Old Spice is a great example of how brands should be using social media and how to successfully harness the power of these proverbially influential marketing mediums. Have you gone out a sniffed some Old Spice since seeing these? I have.

Posted on Jul 21st 2010 by · Permalink
In: Advertising, Brand communications, Digital · Tags: ,

3 Responses

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  1. Written by Tweets that mention Design Bridge blog -- Topsy.com
    on July 21, 2010 at 3:33 pm

    [...] This post was mentioned on Twitter by Lois Hinx, Design Bridge. Design Bridge said: Look at your brand. Now look at this brand. Now back to your brand. Now back to this one http://bit.ly/brQn2z [...]

  2. Written by James
    on July 21, 2010 at 3:56 pm

    Funny… Old Spice have announced a 7% drop in sales over the lifetime of the recent videos featuring The Old Spice Guy.

    Why? It is thought – women are letting men buy their own body wash… instead of smelling like a girl… and them there boys are choosing the cheapest they can find instead.

    Source: http://jezebel.com/5591548/alas-the-old-spice-guy-didnt-actually-help-old-spice-heres-why

    I personally just think it is because funny videos make me laugh, not want to wash.

  3. Written by Chris
    on July 22, 2010 at 2:52 pm

    JKR raise a good point that, for the American market at least, the packaging is a bit of a let down compared to the communication. It’s a relatively confusing offer.

    When it comes down to it, lads look at the shelf, get confused, see the deal labels, pick the cheapest, maybe sniff the lid, that’ll do; ‘Right, lets get back home to see if Mustafa’s posted anymore replies!’

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