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

  • http://0xff.ps/ Hussam

    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 :-)

  • http://blog.thoughtpick.com Amer Kawar

    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

  • http://blog.thoughtpick.com/ Beiruta

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

  • http://blog.thoughtpick.com M.Bamieh

    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

  • http://www.casestudiesonline.com/old-spice-team-talks-about-their-strategy Old Spice team talks about their strategy | CaseStudiesOnline.com

    [...] Old Spice “The Man You Could Smell Like” Campaign – Learn Social Media By Example (thoughtpick.com) [...]

  • http://blog.thoughtpick.com/2010/08/cisco-spice-ciscosp360-fail.html Cisco SPice — Learn Social Media by FAILURE!

    [...] the runaway success of Old Spice’s brilliant campaign, the “creatives” at Cisco decided to do their own spin off of the campaign by basically [...]

  • http://inklingmedia.net/2010/08/18/how-wheat-thins-turned-random-tweets-into-a-tv-ad-campaign/ How Wheat Thins Turned Random Tweets into a TV Ad Campaign

    [...] Old Spice “The Man You Could Smell Like” Campaign – Learn Social Media By Example (thoughtpick.com) [...]

  • http://blog.thoughtpick.com/2010/10/analysis-of-the-old-spice-campaign-video.html Analysis of The Old Spice Campaign [Video]

    [...] had on the brand? Folks at AdFreak compiled a brilliant video about the  history and impact of the Old Spice campaign and it is a must [...]

  • http://blog.thoughtpick.com/2010/10/skittles-dazzle-the-rainbow.html Skittles’ Dazzle the Rainbow Campaign — Learn Social Media By Example

    [...] might not work for you! The Skittles’ campaign was trying to make use of the success that the Old Spice Campaign achieved. It rolled out a series of videos with a macho man, David Phoenix, as the main and only [...]

  • http://blog.thoughtpick.com/2010/12/the-best-of-the-best-lists-of-social-media-2010.html The Best of The Best Lists of Social Media 2010

    [...] the most successful social media campaign, when looking at statistics alone, has been the Old Spice man without a doubt, looking at the numbers it surely was a phenomenon and it set the bar high for the [...]

  • http://blog.thoughtpick.com/2011/03/the-sun-page-3-the-woman-youd-love-your-woman-to-be-like.html The Sun: Page 3 – The Woman You’d Love Your Woman to Be Like

    [...] during July 2010 to be more specific, we analyzed Old Spice’s social media campaign – The Man You Could Smell Like – and it was a huge hit that attracted attention and praise, and left an ever lasting [...]

  • http://blog.thoughtpick.com/2011/03/krafts-mac-cheese-campaign-turning-your-tweets-into-tv-ads.html Kraft’s Mac & Cheese Campaign: Turning Your Tweets Into TV Ads

    [...] some people actually felt that this campaign is an imitation of Old Spice‘s campaign, I personally think it is creative and [...]

blog comments powered by Disqus

Latest pingbacks

Like us on Facebook

We love Tweepi

Tweepi Logo

Follow the best and unfollow the bots, with the only Twitter management tool with stats!

Big Advert

Share a post

Got an amazing campaign, web app or a social media related topic that you'd like to share with our readers?

Explore Thoughtpick

Our Archived Posts

Try Our #FF Helper App

FollowFriday Helper makes playing Twitter's #ff a piece of cake!

A brand new way to recommend tweeps based on how you tweet...

We're on Twitter

Oops, something went wrong and we could not display the latest tweets! :(

Thoughtpick by email

For more Learn Social Media by Example reviews, don't forget to subscribe to our posts by email:

©2010 thoughtpick, copyrights reserved.