Old Spice: A Textbook Online Video Campaign

If you’re wondering how to utilise online video as part of your marketing strategy, then you only need to look as far as the Old Spice The Man Your Man Could Smell Like commercials, featuring Isaiah Mustafa, for a textbook example of how to do it.

It’s more than just having entertaining content. It’s more than then audience asking ‘how the *bleep* did they do that?’ Those features just encouraged the audience to watch it more than 12 million times on YouTube. It’s the followup that’s the biggest coup here.

Not only did Old Spice produce more tv commercials with similar wit and ‘how did they do that’ content. They then proceeded to take the strategy online and have a conversation with their audience. All in the same ‘tongue-in-cheek’ style:

The ad agency, Wieden+Kennedy, produced these video replies for a range of social networking sites including Twitter, Facebook and Reddit. Of course, as a result, the coverage was exponential as people forwarded, retweeted and upvoted.

So, as always, if you wish to have success with online video then not only do you need to provide value-packed content with loads of rewatchability. You need to consider that video not as a one shot, quick-sell but as an introduction to a longer and more meaningful conversation.

About the Author: skribe

Based in Perth, Australia, Antonio Barimen (aka skribe) is a writer, digital media consultant and social media producer.

He is available to help you develop social marketing and digital media strategies, improving communication between staff, partners and suppliers or just increasing the number of fans on Facebook. He has developed successful digital and social media projects for clients including CBS, Evian, Procter & Gamble, Discovery Networks, Pernod Ricard and American Express.

Connect with him on Twitter or Google Plus.
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Post Under Marketing, Social Media, Video July 14, 2010

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