Got your attention with that title, didn’t I? I’m referring to Old Spice’s fantastic marketing campaign. Have you seen it? It involves a sexy and very confident man standing in a towel, telling men to “smell like men.”
Recently the campaign went into overdrive by posting videos in direct response to comments (most of them by celebrities) on Twitter. His responses are hilarious, like offering Kevin Rose advice on being sick, or flirting with Alyssa Milano.
So did it work? Each of the videos have received between 500,000 and over a million views, and the viral buzz online is tremendous. We’ll see if his taunts to make men more manly or encouraging women to get their men to smell like him works.
What Mr. Old Spice Can Teach You
So maybe you’re not as buff as Mr. Old Spice, or willing to be videoed in your towel. You can still learn some lessons from this campaign.
1. Don’t be afraid to take risks. This campaign could have fallen flat on its face. But it didn’t. People love it. And I imagine it wasn’t that costly to produce (besides having an actor and writers on hand to respond to tweets).
2. Get organized. This wasn’t a sloppy campaign. Everything was flawlessly executed. The YouTube channel was designed and organized to make it appealing and easy to click on other videos. The website reflects the campaign. It all works together perfectly.
3. Plan your next steps. Sure, this campaign is great, but what’s next? I hope Old Spice has a plan on how to segway this into the next campaign, because taking a marketing campaign too far (a la “Got Milk”) can be painful and ineffective.
What a Naked Black Man Can Teach You About Marketing
Got your attention with that title, didn’t I? I’m referring to Old Spice’s fantastic marketing campaign. Have you seen it? It involves a sexy and very confident man standing in a towel, telling men to “smell like men.”
Recently the campaign went into overdrive by posting videos in direct response to comments (most of them by celebrities) on Twitter. His responses are hilarious, like offering Kevin Rose advice on being sick, or flirting with Alyssa Milano.
So did it work? Each of the videos have received between 500,000 and over a million views, and the viral buzz online is tremendous. We’ll see if his taunts to make men more manly or encouraging women to get their men to smell like him works.
What Mr. Old Spice Can Teach You
So maybe you’re not as buff as Mr. Old Spice, or willing to be videoed in your towel. You can still learn some lessons from this campaign.
1. Don’t be afraid to take risks. This campaign could have fallen flat on its face. But it didn’t. People love it. And I imagine it wasn’t that costly to produce (besides having an actor and writers on hand to respond to tweets).
2. Get organized. This wasn’t a sloppy campaign. Everything was flawlessly executed. The YouTube channel was designed and organized to make it appealing and easy to click on other videos. The website reflects the campaign. It all works together perfectly.
3. Plan your next steps. Sure, this campaign is great, but what’s next? I hope Old Spice has a plan on how to segway this into the next campaign, because taking a marketing campaign too far (a la “Got Milk”) can be painful and ineffective.