Online Marketing Agency Sydney, Digital Marketing SydneyOnline Marketing Agency Sydney, Digital Marketing SydneyOnline Marketing Agency Sydney, Digital Marketing Sydneymed-flash

Viral Marketing: Best Campaigns of 2011

Monday, 31 October 2011 10:16 Written by  Marketing Eye Digital

The best campaign ever to me is the Old Spice ad. You will probably know what I’m talking about, but for those of you who have been lying under a rock; ‘the man your man could smell like’.

Everyone, all over the world has been talking about this video. There are 41,200 parody videos on YouTube with Old Spice in the title and the video itself has more than 36,476,904 views. That’s why it was a huge success, but really why was this campaign so successful?

Is it the humour, or the handsome man? I don’t think so. What makes this ad so special is that there’s a genius strategy behind it. Old Spice was hitting bottom rock one year ago, they couldn’t handle the competition. Then they did market research, what appeared; most women buy their man’s shower gel. So they figured they should attract both men and their girls to increase market share. They came up with ‘the man your man could smell like’ and it became a huge success.

What makes this campaign even more successful is the interactive follow-up they did after the video release. People could send in any scripts they wished in relation to ‘the man your man could smell like’ and they involved these real requests in the marketing campaign which drove their hit targets incredibly. For example; the campaign had more viewers than Obama’s victory speech.

The key message of this success is listening to your market. Without good market research you are nowhere. Think out your strategy thoroughly and when your campaign becomes a success because of the planning you did, never change a winning idea, come up with an even more innovative way to follow-up. The sky is the limit.

Do you want to learn more about the Old Spice campaign? Watch this video now!!

Leave a comment

Make sure you enter the (*) required information where indicated.
Basic HTML code is allowed.