The Old Spice campaign has proven to be one of the most memorable creative marketing and advertising concepts ever executed.
It has longevity and endurance that has been achieved through a mix of several reiterations as well as using online and offline marketing, social media and PR that has kept the original content bubbling across the Web.
Wieden + Kennedy created the original ad for the Super Bowl for their client Procter and Gamble the owners of the iconic Old Spice brand.
The ad featured former NFL athlete Isaiah Mustafa and was a a video centric marketing campaign that combined both traditional and social media.
The Old Spice Campaign Facts and Figures
Here are some of the numbers that were the result of the continuous marketing campaign.
- The number one most viewed sponsored channel on YouTube
- 236 million YouTube Views
- 80,000 Twitter followers in 2 days
- Facebook Interaction increased 800% with the personalized videos (Fans now total over 1.5 million)
- Sales figures increased by 107 %
At the end of the day you can have all the noise, buzz and viral success you like but if you don’t increase sales you might as well pack up and go home. The Old Spice campaign achieved both.
11 Social Media Marketing Lessons from the Old Spice Campaign
1. Keep Your Videos Short and Snappy
Originally one of the rules of thumb for on-line videos was that they shouldn’t be any longer than two minutes but the Old Spice YouTube videos were mostly less than a minute and as short as 17 seconds. They have taken “snappy” to a new level.
2. Turn Your Advertising into “Content” that is Easy to Share
A traditional offline video is hard to share, so making your ad into a YouTube video enables it to be shared and the distribution crowd sourced.
3. Make you Marketing Content Searchable
I don’t know about you but sometimes you see a funny ad on TV and you have to wait for it to be replayed to view it again. Publishing on-line as well as off-line makes it searchable and able to be viewed on demand. Read the complete article here
The Brilliant Strategy Orabrush Used To Become A Massive Social Media Hit
This is Orabrush—a tongue cleaner which uses foam to scrub down your tongue. It promises to get rid of your bad breath.
Pretty boring, right?
So how can a small business like this appeal to the masses on a tight budget?
Austin Craig, who works with the Orabrush marketing group, spoke at the Small Business Summit 2012 in Manhattan today, and he had some great insights on how to market through social channels. Here’s how Orabrash did it:
It used content—not advertising
Videos sparked the growth of Orabrush, but it’s not enough to just shoot a couple infomercials and upload them on to the web. It has to be social, and the content has to wow viewers.
“It was really just to entertain people, and that’s what kept them coming back,” says Craig. “If you have creative, meaningful content, that will get noticed.”
Its first video connected with viewers by simply being funny. It got millions of views on YouTube, so Orabrush created a channel and started making more content, like a regular web series with a guy in a giant tongue costume (his name’s Morgan).
The YouTube channel became a massive hit, and it found new ways to spread the word
Orabrush also used YouTube celebrities to its advantage. It contacted them and had them do product reviews of the brush.
Not only did their reviews get tons of views, but these YouTube figures have devoted “rockstar” followings, and so when the celebs did their reviews, a bunch of their followers wanted to do the same and it spread like wildfire. Read the full article here.