Facebook fans, 65,000+ Twitter followers, and 89,000+ YouTube subscribers (and growing fast!), Old Spice has by far created the best social media marketing campaign I have seen. Here's why:
1. Remarkable, creative and funny ads - You know the commercial is fictional and even somewhat ridiculous... and yet your curiosity urges you to watch it! Why?! Because it is unique and entertaining! It's nothing like those typical and boring body wash commercials we've seen before and ignored. Seeing a half naked man walk on water, then swan diving off a waterfall into a jacuzzi, which then bursts and reveals a motorbike is definitely something more interesting to watch. What's more, you can even watch the other commercials on the Old Spice YouTube channel just for kicks.
2. Got the online community talking - Through Facebook and Twitter, Old Spice has sparked so much conversation amongst the online community with lots of people voicing out their questions and ideas to the Old Spice Guy. Even though he is a fictional character, people have been so compelled to interact with him as though he was a real person! Amazing!
3. Made a human connection through YouTube - Using YouTube to upload response videos to connect with celebrities (ie. Ellen Degeneres, Ashton Kutcher, Alyssa Milano) and answer real questions from Facebook, Twitter, YouTube, and Yahoo was brilliant. Not only were the videos creatively and humorously scripted, it also felt more personal and engaging. It made people feel connected to the Old Spice brand and thus caused the videos to go viral.
With the success that Old Spice is receiving from their amazing marketing campaign, I believe that other innovative companies will follow this new trend as well. People want to feel connected, and the future of marketing rests upon being able to build that connection in a personal yet impersonal way just like Old Spice did. Even though we will no longer see the Old Spice Guy again, I'm sure he will be an icon everyone won't forget. You know you love the Old Spice Guy...
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