About a month ago, W+K came out with a new ad campaign for Old Spice body wash for MEN(seen below) with Isaiah Mustafa encouraging WOMEN to make their 'man' to smell like a 'man'. This ad went viral and soon everyone [atleast all the ladies! ;)] was talking about it. It was a hit!!
For Fb: http://www.youtube.com/watch?v=owGykVbfgUE
Then Old Spice rode the wave like never before. They claimed that if Twitter users used '@oldspice' in their tweets and sent them a request, they would make personalized ads starring Isaiah Mustafa. AND they did!! They fulfilled most requests and uploaded them on youtube as replies within 1 or 2 days!!!! The videos surpassed 110 million views and passed the reach of even traditional broadcast. Way to use the online media to the MAX!!
A very famous example is seen below wherein a user JsBeals had asked oldspice to help him by posting a marriage proposal on youtube asking Jsbeal's gf to marry marry Jsbeals.
For Fb: http://www.youtube.com/watch?v=_-fLV28SkZ8
Just imagine the costs incurred and how hard the agency must have been working while churning out these videos every hour, every day! Phew!
But nothing like 'ol SALES. The sales for Old Spice increased by 107% after this YouTube Campaign...Woah!!! Im sure, noone is complaining about any costs now..are they!! PURE GENIUS!!!!!!
Never have I seen such excitement created around something as simple as bodywash, keeping it up and then ending it successfully while at peak. They finished the campaign recently...but WOW...what a finish!!! I LOVED their campaign. It was a job superbly done and well executed!
A very similar ad was done for Wild Stone Talc asking men to smell like men (seen below) but nothing like Old Spice! Although, this is a good effort, wish they had taken this further to create more buzz around WildStone. It came and is forgotten already!
For Fb: http://www.youtube.com/watch?v=stZ1niWsZbw
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