Old Spice & Isaiah Mustafa make social marketing history

July 23, 2010 — 3 Comments

Much has been said about the new Old Spice “the man your man should smell like” commercials and Isaiah Mustafa, the ridiculously handsome guy whose random rambles got viral on the Internet. The result: you see an old brand reinvent itself and put themselves in people’s thoughts.

The commercials were originally launched in the US around the Super Bowl last February. But the best part of this campaign is that they did not stop with the commercials. Some weeks ago, Old Spice responded to “the Internet” – questions or comments people left on any social media – YouTube, Twitter, blogs. They were the common everyday people and the commercially successful or maybe we should call them “socially popular” people/brands like Starbucks, Kevin Rose, Alyssa Milano. He even responded to his own daughter on one of his videos.

I didn’t hear anybody in India refer to the commercial much. In fact, most of time I mentioned the commercials to my friends and family, they were like “really?, what’s that all about? Old Spice?!” But since this was done on the Internet, it became close to a worldwide phenomenon. It generated a lot of activity online with networks and blogs covering them. Bloggers and marketers were all ga-ga about how Old Spice reinvented themselves.

The first question I had in my mind was, “What are these guys up to?” I mean, this is Old Spice we are talking about. The last time I used an Old Spice product was over 15 years. But here they are – new, refreshing and funny too.

Mashable brought out some stats:

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

(Mashable.com, July 15, 2010)

If you think about it, Old Spice just made some advertisements. But the real difference they made were the personal video responses. Social media is all about making conversation and they did exactly that.

Here are some good reads on the topic:
How the Old Spice videos were made
Lessons for small businesses from Old Spice

I am not going to talk about what marketing lessons we can learn from this campaign or how the right mix of creativity, humor and timing can help in your social media strategy. I just wanted to share this with you, in case you are one of the remaining 6+ billion people in this world who haven’t seen this yet.

Did this interest you? What did you think of the campaign?


3 responses to Old Spice & Isaiah Mustafa make social marketing history

  1. Sreelesh, thanks for stopping by. They deserve the success!

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  1. Tweets that mention Old Spice & Isaiah Mustafa make social marketing history | Lucid Confusions -- Topsy.com - July 24, 2010

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