Old Spice, a Procter & Gamble brand for men's personal care products, has gone new media, using Twitter and YouTube to regain visibility with the next generation of buyers.
If you haven't seen the Old Spice Guy videos, take a look at the brand's home page or click here to go straight to the Old Spice YouTube channel. More than 8 million people have looked at these witty videos, giving the brand's fame a big boost.
It all started with a 2010 Super Bowl ad featuring Isaiah Mustafa, a handsome former player from the US National Football League. Building on the buzz his ad created, Old Spice decided to take the campaign viral in July.
And it succeeded, as you can see from this analysis. Old Spice needs some new life, as this analysis suggests. The bottom line: craft a short/simple message, select your audience carefully, leverage opinion leaders, and invite participation to spread the fun. Smart marketing for any brand in any media!
