Jul

28

The Old Spice Guy: Effective Viral Marketing At Work

By Daniel       

You should all have seen this by now, Old Spice’s marketing campaign featuring the man known only as “Old Spice Guy”, describing himself to the female viewers as, “the man your man could smell like”.

Firstly though you may ask, what is Old Spice? Many will not have heard of it in the UK & Ireland as it is more associated with the older generation and has generally faded out in recent times and they don’t appear to actually have a UK based website which is surprising. In the US however, the brand has saw a huge rise in sales recently, which can be directly linked to the success of this ad campaign which has been one of the most talked about things on the web in recent times.

The campaign itself features 4 main videos that have played as adverts over in America but they have released countless response videos to comments fans have made on Youtube and Twitter which shows their undeniable commitment to making this campaign a success.

So let’s see one of the videos in action:

To date this video alone has over 16million views on Youtube, with the complete series of videos reaching over 110million, which has probably had at least a little bit to do with the 107% rise in sales of Old Spice Body Wash. The last video of the campaign was released on the 14^th July but the after-effect of it is likely  to resonate on and on for the Old Spice brand. The problem for them now, is trying to better it once this fades out, and with a new campaign in the pipeline, they will have to do something magical to achieve equal or greater results.

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