By this point everyone is familiar with the Old Spice advertising campaign “Smell Like a Man, Man.”. The advertisements present a spokesman, Isaiah Mustafa, delivering deadpan lines and doing increasingly ridiculous things. The commercials became viral online and showed up all over social media feeds. Old Spice has momentum in their corner and they needed to take advantage of this and get more visitors to their sites before fans became disinterested or their advertisements became old news.
By this point everyone is familiar with the Old Spice advertising campaign “Smell Like a Man, Man.”. The advertisements present a spokesman, Isaiah Mustafa, delivering deadpan lines and doing increasingly ridiculous things. The commercials became viral online and showed up all over social media feeds. Old Spice has momentum in their corner and they needed to take advantage of this and get more visitors to their sites before fans became disinterested or their advertisements became old news.
So, how did Old Spice capture this momentum? They took their advertising push to social media marketing and networked with their fans. Followers of Old Spice were able to submit questions that would then be answered by Mustafa.
The videos were produced in a rapid-fire fashion, one right after the other, and this kept followers engaged. There was not a lull that caused people to lose interest. Social media marketing is based around being able to share content and interact; this is precisely what Old Spice did with this campaign. They were able to have people interact with their brand, without force-feeding the Old Spice product down consumers’ throats.
Old Spice was even able to get the interest of Alyssa Milano. She made a video of herself that mimicked those Old Spice was making. This got attention from the female demographic and was a lucky coincidence for Old Spice that gave their social media marketing efforts even more clout. Consumers figured if celebrities are taking notice then maybe I should get involved too. The social media campaign wasn’t just a success in theory, but it was a legitimate success. Old Spice gained thousands of Twitter followers and grew their sales by 107%. This is a sizable increase that shows the true power of social media.
Social media marketing is the future and marketers can learn a few things from the way Old Spice carried out their campaign. Sales are the underlying idea, but the sales will come if the marketing is engaging and entertaining. You don’t have to constantly push the product, just make sure the audience knows what brand the content is coming from, and you can get more visitors to your site. A merger between your advertising and social media can be a powerful thing.
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