Fri 16th of July, filed under Social Media
The recent social media campaign from Old Spice, the American fragrance product, has been highly praised by industry experts. The marketing series, which saw an Old Spice spokesman respond to questions from users on Twitter, Facebook and YouTube, has been praised by marketers for its unprecedented use of social media.
The campaign, which started on Tuesday, saw ex-NFL footballer Isiah Mustafa personally respond to tweets and Facebook mentions via video blogs. The YouTube series, which was filmed in real-time as questions were asked, featured over 180 videos of tongue-in-cheek responses to user queries. The campaign has currently garnered over 5.9 million video views and 22,500 comments.
Industry leaders have been unanimous in their praise of the Old Spice social media campaign, with Mashable's Brenna Ehrlich writing:
"This campaign really is a perfect storm of viralty — not only does it target specific bloggers (who are then more likely to cover the whole thing), it also reaches out to less prominent individuals who can be made more aware of Old Spice."
Research from industry analyst Visible Measures has discovered that the series has gained more views in 24 hours than a number of other viral clips, including Barack Obama's victory speech and Susan Boyle's first appearance of Britain's Got Talent.
Iian Tail, director of the agency responsible for the campaign, said:
"In a way there’s nothing magical that we’ve done here. We've just brought a character to life using the social channels we all use every day. But we’ve also taken a loved character and created new episodic content in real time."
