Hello World,
Today I thought I would give a shout out to one of the most successful Viral campaigns of all time. The Old Spice Guy. His real name is Isaiah Mustafa and his first commercial for Old Spice has now been seen by over 42 million viewers on YouTube, not to mention how many saw the Ads on television.Although all the videos received rave reviews and were shared by millions, the true genius of the campaign came when Old Spice began to send personalized messages to users. The campaign made over 180 videos, thanking users for sharing the original videos. The users ranged from big name celebrities such as Ellen Degeneres, Alyssa Milano, and Perez Hilton to average consumers on their twitters. Here is an example of a video to Ellen Degeneres:
These "Old Spice Responses" have tallied over 5.9 million views and even more impressive over 22,500 comments. Below is the fastest growing Viral campaigns of all time, and as you will notice Old Spice Responses is #1.
The agency responsible for all the success is Wieden and Kennedy. They came up with the idea of making the Old Spice Guy not just a funny video, but a real character that can communicate with his consumers. This is the brilliance of a great viral campaign as you must create something that the users can share that holds a personal connection. Then once the personal connection is created it will hopefully, transfer to the Brand name and identity. I believe Old Spice has done this with the Old Spice Guy and the campaign of Old Spice Responses. Although now retired, we can still look back at this campaign and learn what to do right when it comes to creating a ground-breaking viral campaign.
Hope you enjoyed the post and I look forward to writing again soon,
-Andrew
Sources:
http://mashable.com/2010/07/15/old-spice-stats/
http://www.oregonlive.com/idahosportugal/index.ssf/2010/07/wieden_kennedys_old_spice_guy.html
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