Here’s a face that is well known to many, the Old Spice Guy. Old Spice started out with their “The Man Your Man Could Smell Like’ campaign and took that campaign a step further with their ‘Response’ campaign. Putting the two campaigns together created much success for the brand. The ‘Response’ campaign included 180 personalized Youtube videos from fans questions and comments on Twitter and Facebook.
One Tuesday morning in July the Old Spice Guy, also known as Isaiah Mustafa, went to Twitter to hear questions made by fans of his videos. One of the questions were, “If there was an epic battle between you and a rabid lion, who would come out looking better?”. Mustafa would find the most asked or most interesting questions and make his next video based on those questions. Mustafa did this for one day only, gathering enough questions to later maker 180 videos to answer those questions.
Not only did Mustafa respond to fans, but also celebrity admirers. After actress Alyssa Milano tweeted to Mustafa that she had a crush on the Old Spice Guy, he posted three videos dedicated just to her. At the end of one of the videos it showed the Old Spice Guy writing a love note to her and sending a bouquet of flowers. The result of this celebrity flirting on Twitter created a massive ‘Wow Effect” and caused the campaign to quickly go viral.
In another video Mustafa grants a request from a fan that goes by the user name of jsbeals to propose to his girlfriend. As the Old Spice Guy, Mustafa pulls out a diamond ring, two candelabras and says “Your love has blossomed from a seed into a fully grown love plant and now it’s time to fertilize that plant, will you make jsbeals the happiest man in the world and marry him in real life?”
Using Isaiah to play the Old Spice Guy caused many people to talk about the brand on a daily basis. Instead of using his actual name, they refer to him as The Old Spice Guy, getting people to always say Old Spice. The Old Spice brand stayed connected with fans through these videos by taking the time to respond to as many fans as they could. It shows fans the dedication Old Spice has to make relationships with their customers.
So what would happen if the Old Spice Guy fought with a lion? Well, he lets us all know that they would both come out looking amazing. Because the battle would end with him sitting a top of this lion in a saddle encrusted with giant, expensive jewels, and rock guitars playing perpetual solos.
Statistics From The Campaign
- Received 5.9 million Youtube views the first day
- On the second day of the campaign, 8 of Old Spice’s videos were named most popular out of 11 on the web
- A week after the campaign launched, their Youtube videos received over 40 million views
- Old Spice’s Twitter followers increased by 2700%
- Facebook fan interaction went up 800%
- Traffic to Oldspice.com increased by 300%
- Branded as #1 most viewed branded Youtube channel of all time
- Old Spice sales are up 107% making them the number one brand for men’s body wash