So yes it has been all over the web, and everyone has been talking about the Old Spice viral campaign… but to be honest there are few things peeps are missing… I just saw a vlog of a “SOCIAL MEDIA PRO” who was mainly talking about the volume of the responses and the fact that the Old Spice man was talking to celebrities… and there were all these comments that the campaign is not actually winning money for the brand… or that it is degrading… ugh people seriously!?!
Well here are my 5 cents… and no I am not a social media pro, guru, evangelist or anything of that sort… I just listen, read and draw conclusions for myself.
As I said before the campaign is genius. I do stand by my thoughts even more now after the second part of the campaign. You might agree, but if you don’t think about it- it is funny, creative, endearing, talks directly to consumers (even a little from above), and it is everywhere just because of that.
The viral nature of the videos are not because they were tweeting about them in high volume… sorry but it is not the volume of the content you put out there – it is the quality. If it was some boring ad campaign it doesn’t matter if they put 20, 30 or 100 videos on youtube, tweet/facebook/blog about them and then call you to check if you have seen them… you would not have because they were boring. The Old Spice ads are not. Mad props to the fast witted Wieden and Kennedy for that! Great content goes very far!
And it is funny too, content is even better if it is engaging. After reading Brian Solis’ book “Engage” – that is one of the main words that is floating through my brainwaves when I think of social media. I think Brian deserves a hug for his wisdom and insight! It is so very important to know who your consumer is, to make sure you understand them, to spark a conversation and to provide content that is not imposed, but is engaging. And these videos were that- what is better than simply responding to comments about your brand? Well… responding to comments about your brand in a funny witty manner.
Also persistence pays they say. Constant and dedicated high quality content is what makes this campaign successful. And the more than 200 videos do that, although for just a day and a half. Engagement with celebreties such as Kevin Rose, Alyssa Milano and Ashton Kutcher also helps… Create buzz, get people talking, that is what social media does; and in this case it is doing it quite successfully. Also the voicemail generating website is hilarious! An innovative tool, not previously used (at least to my knowledge), funny and original, but still carrying the message of the campaign- http://oldspicevoicemail.com/ is pretty well thought of… I played with it for like an hour, and yes tried all possible combinations, but no it is not my voicemail (not THAT professional if you know what I mean, and I am an employment searching individual, so probably it is not going to be my voicemail message anytime soon, or maybe if WK will offer me a job and THEN I will have the full right to use it… anyway, got carried away)
So the whole campaign for me is actually to reposition the brand… to dust it off, make it cool and desirable by people who are below the age of 50… And yes if Aqua Di Gio could do it with half naked hot men, why would Old Spice not be able to… And it is happening, I would buy Old Spice body wash for my b/f, not because I want him to smell or look like Mustafa, but because I like the ads, and, believe it or not, want to try it. Also the whole image of “oh my dad uses it, and I would not touch it” will disappear, because yes- now a super hot guy on TV is using it, so why not…
So even if the market share is not increasing as spontaneously as probably Old Spice peeps thought it will, the campaign will earn its money in the long run…
In conclusion for me it is a yes- the campaign is a winner, playing the social media cards right and providing everything necessary for it to be considered a success. Even a catchy tune… Do do do doot doo do do dooot .