Old Spice “The Man You Could Smell Like” Campaign — Learn Social Media By Example

Social Media Campaign Stat Box

: The Man You Could Smell Like

: Products and services

: http://www.youtube.com/user/OldSpice

: Facebook, Twitter, Youtube

: Men & Women

: Sex Appeal

: July, 2010

If I were to ask you the following question: What differentiates a good social media campaign form an extraordinary one? What would your answer be? Mine would definitely be: Old Spice “The Man You Could Smell Like” Campaign!

Old Spice Homepage

Idea & Objectives:

The campaign was simple, straight-forward yet had a great deal of creativity and innovation invested it in it. A few advertisements for Old Spice fragrance followed by a series of personalized re-tweet Youtube clips by the Old Spice guy (the same guy who starred in the ads). Did anyone think of this before? The answer is a 100% negative!

The ad agency, Wieden & Kennedy, put together some bizarre and funny commercials for Old Spice that premiered a few months ago. The ads featured a towel-clad man in his bathroom addressing a camera and promoting the Old Spice brand of men’s fragrances.

Not only did the team behind the campaign take great care to engage celebrities, influencers, common folk and popular social media sites in balanced quantities, it knew exactly how to talk to them. They also leveraged Twitter, Facebook, Reddit and blogs.

In his penultimate video, the Old Spice guy talks directly to his daughter, explaining that until recently, he was just a struggling actor no one has ever heard of“.

The original video

Buzz Generation:

The Old Spice funny commercials became very popular on YouTube — the original video has more than 13 million views.

A few weeks after that hit, and due to the brilliant new response ads, the campaign got more than 6 million millions of additional views and 22,500 comments in total.

Popular virals in the first 24 hours

Major blogs and websites talked about the campaign as well, which made the campaign even more viral and successful. Even tough cynics at Reddit are even calling it “the greatest ad campaign in Internet history.”

Re: Perez Hilton | Old Spice

Re: @Gillette | Old Spice

And the clips keep on coming: 180 clips in total!

Opinion & Lessons Learned:

Allow me to ask you this: “When was the last time a marketing campaign spoke directly to you in such a frank way, making you laugh and cry at the same time?” I think if not never, then probably just a few times in your whole life!

Old Spice hammered the nail with its brilliant hammer; right on its head! I can’t even think of anything else they could have done to improve their campaign or any other elements they could have added!

So, what’s the catch? What did they do? What can we learn?

  • Creativity, creativity & again, creativity! I realize that it’s easier said than done and that, in many cases, creative ideas are costly. However, investing in great creativity can bring you great brand recognition and brand loyalty.
  • Sex appeal should never be underestimated! Whether you are a girlfriend of a guy who does not use Old Spice or you are the boyfriend himself, sex appeal will draw the target audience to the ad and make it more memorable than they imagine!
  • Know your target audience – I can’t begin to stress this point enough. If you design a brilliant campaign without knowing whom you’re targeting, the campaign is a failure!
  • Visual and audio stimulation have a great impact on perceptions. Not only does the Old Spice guy look “HOT”, he also sounds hot and the backgrounds behind him are so appealing and relaxing!

To wrap it all up, what do you think of this campaign? Could you possibly love it half as much as I do? And would you consider the brand, Old Spice, to be your one and only after this campaign?

Looking forward to your feedback and comments down below :)

Update: Old Spice Guy wins an Emmy for Best Commercial of the Year! “Don’t worry ladies, Under this (suit) I’m still naked!”

: 5/5
: 5/5
: 5/5
: Yes
: 5/5

Comments and Reactions

12 responses to “Old Spice “The Man You Could Smell Like” Campaign — Learn Social Media By Example”

  1. Hussam says:

    I loved the original ad and I loved the recent 30-second videos campaign even more. I think it was a brilliant idea coupled with amazing execution.

    Though, I'd be careful not to call it “the greatest ad in internet history” :-p .. let's keep things in perspective :-)

  2. Amer Kawar says:

    hehe, I agree. The fact that Beirut is a she and this ad is targeting women with the semi-naked dude got her a bit over excited ;).

    Love the campaign, nevertheless!

    P.S: I know this comment is going to come back and bite me in the a$$, Beirut :P

  3. Beiruta says:

    A she or a he, this guy is hot and these ads are brilliant… And you know it :P

  4. M.Bamieh says:

    Love the campaign, love the snarkiness of the guy and love how they sent a message to 4chan – the board that bashes everything – and 4chan loved it … that says a lot about the creatives license to create.
    The fact that old spice trusted their creatives and gave them a free license to create is what gave us such a great campaign

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