The internet got a dose of clever humor and a lesson in the power of social media this past week, courtesy of Old Spice. While some companies use social media merely as a broadcasting platform, Old Spice engaged their audience with real-time, personalized video responses starring Isaiah Mustafa, a towel, and clever copywriting.
From a marriage proposal to flirting with Alyssa Milano, the Old Spice creative team crafted more than 150 video responses from “Old Spice Guy.” The personalized approach resulted in 75 million views, sharing of the campaign across social media platforms, and fan parodies. It will be interesting to see not only if sales of Old Spice products increased along with its brand recognition, but also what other companies will do to compete. In the meantime, check out how the team did it and be sure to head over to the Old Spice YouTube channel for hours of hilarity.
