Great article from Eleftheria Parpis of AdWeek about the recent “Small Like A Man, Man” marketing campaign from Old Spice, which has been a pop-culture and social media hit. The campaign, created by Wieden + Kennedy Advertising, revolves around the over-the-top masculinity portrayed by former NFL player Isaiah Mustafa. Commercials and even a real-time social media event have helped boost Old Spice’s brand recognition and, more importantly, its overall sales.
In order to tap into the social-media market, Old Spice staged an event last week, which had Mustafa responding to questions from Twitter and blogs with commentary and personalized videos that after three days of production, ended with 186 customized messages for fans. The response videos, which included messages to celebrities like Alyssa Milano and even a marriage proposal on behalf of a fan, received over 40 million views on YouTube, Facebook and other Internet sites. The brand’s personal YouTube channel has received more than 94 million views, and Old Spice has gained 90,000 and 675,000 followers on Twitter and Facebook, respectively. This campaign truly shows the power of viral marketing.
