|  July 19 2010  |   Blog   |   2 COMMENTS

There has been a lot of buzz around Old Spice‘s recent social media campaign featuring Isaiah Mustafa as “The Man Your Man Could Smell Like.” I remember first seeing the commercials a few months ago with him riding a horse along the beach, pointing out that if men use Old Spice, they can be just as awesome as him. The commercials were also targeted towards women, who should encourage their men to wear Old Spice so they can be as dreamy as Isaiah. Although I thought the commercials were original and they did catch my attention, I have to admit that I got tired of them after awhile (probably because I watch too much television). Nevertheless, Old Spice has now launched one of the most successful viral campaigns ever.

Known as the “Old Spice Guy,” Isaiah made personalized videos for fans and influential Twitter users, such as TV star, Alyssa Milano and Digg founder, Kevin Rose. The company invited users on various social networks to ask Isaiah questions– the responses were tracked and he directly responded to users who contributed interesting questions with humorous messages via YouTube. (One of the videos even included a marriage proposal!)

According to a recent Mashable article, here are some of the campaign stats:

  • Number of videos made: 180+
  • Number of video views: 5.9 million
  • Number of comments: 22,500

So what made these videos work so well? Aside from being funny, it seems that people like personalized messages– even users who did not get a video specifically made for them shared the links with their friends. Now, a number of mock videos have also started to float around the web so it looks like we will be seeing a lot more of the Old Spice guy. This campaign has certainly set a standard for how companies should approach social media– why do you think Old Spice’s tactics have been so successful?

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  1. Just posted about this campaign to my blog today – PRatSunrise.com or Worob.com


    July 19, 2010

  2. Hi Andrew,

    Thanks for reading and sharing a link to your blog (it seems a lot of people are talking about these videos). Great post, I like your point about not always needing a celebrity for a campaign, although I think Isaiah Mustafa has become much more popular now that he is the “old spice guy.”

    Danielle Sherman
    July 20, 2010
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