Lessons Learned From The Old Spice Campaign & Its Imitators

From the blog:

Lessons Learned From The Old Spice Campaign & Its Imitators

In July, the whole deal kicked it up a notch higher with the Old Spice “Responses” campaign, an online blitz during which a team of techies, marketers and writers pumped out more than 180 personalized videos featuring “The Old Spice Guy,” Isaiah Mustafa, responding to questions posed by fans, bloggers and celebs alike.

“We were working with creative on a way to use Isaiah, who was very popular in the social media realm,” says Eric Kallman, a copywriter at Wieden + Kennedy, the agency behind the campaign. “Iain Tait [global interactive executive creative director at Wieden + Kennedy] noticed how many comments he got on the videos,” Kallman says, referring to YouTube. From there, the idea to respond to those comments was born.

And that idea, incidentally, was extremely successful. “It was being able to interact with this guy,” says Craig Allen, the campaign’s art director. “You can play with him like you can a toy.”

According to Visible Measures, “Old Spice Responses” is one of the fastest-growing online video campaigns of all time. The company compares the endeavor to some of the most popular viral videos to date below, and how they’ve grown over the course of 24 hours (to be fair, “Old Spice Responses” had a time limit attached, so there was more urgency to participate with this particular string of videos than there was to get in on, say, the Susan Boyle craze). Check out the graph below for the details.

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~ by WPA Staff on March 16, 2011.

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