Old Spice - A Viral Campaign Hit

by admin ~ July 19, 2010

On July 14, Old Spice released 84 comedic YouTube videos (”Old Spice Responses”) as a part of their “Smell Like a Man” ad campaign which was launched earlier this year. The campaign ran for three days (the company used Twitter, Facebook and a multitude of blogs to track responses and questions) and the videos have since exploded across the Web.

According to the Associated Press, the campaign is being lauded as one of the “largest viral video ad campaigns ever launched.” To date, the brand has made more than 180 personalized videos featuring the Old Spice guy, played by ex-football player Isaiah Mustafa, in which Mustafa, “responds directly to online queries or comments from various Web users and some famous ones.”

This morning, ClickZ wrote that in the seven days since the campaign launched “the videos have attracted 35.7 million individual views” and “the Old Spice channel is now the third most subscribed channel ever in the site’s “sponsor” category.” In addition, the brand’s Twitter account had 32,000 followers on Wednesday and “by Monday morning that number had more than doubled to 94,000 followers.”

According to AdFreak, “The YouTube stunt is already being called the best social-media ad campaign ever” and Brandflakes for Breakfast writes, “This is the new case study that everyone will be comparing their campaigns to, for the next six months.”

Check out Old Spice’s channel on YouTube here: http://www.youtube.com/user/OldSpice