While some may have missed it, the Old Spice Guy was on a roll a few weeks ago, showing the world what a complete social media campaign can be. Videos of actor Isaiah Mustafa—known to many as the “Old Spice Guy”—started appearing on Old Spice’s YouTube account in response to Twitter questions/comments. The videos became viral quickly and, while it’s over now, we can learn a lot from what happened, whether you’re a multi-million dollar corporation or the café around the corner.
1. Speed Sells.
Our favorite part of this campaign had to do with the immediacy of these videos. A group of creatives, as well as Mr. Mustafa, were sitting in a recording studio, creating the work as soon as a tweet came in. As a result, Old Spice gained thousands of followers in a matter of hours. While you may not get those results, you should still be responding to people via social media as quickly as possible (a few hours’ turnaround, at worst). People expect that you’ll respond quickly, but appreciate it, as well. If you reply with wonderful customer service or a great idea—chances are that you’ve won yourself a customer.
2. Humor = Memorable.
We at Blue always appreciate the humor in a situation—Old Spice has been making us laugh for quite some time. This campaign was no exception. Why not use it for your own business? People remember what makes them laugh—think of what awkward situation would necessitate the use of your services, then put it on tape, or use it in a post. Nearly every business can be funny if you position it in the right way. Remember, however: in all of these videos, Old Spice is rarely, if ever mentioned. You don’t need to exploit a product to create a memorable brand message.
3. Confidence is a Must.
Watch this to see what we mean: http://www.youtube.com/watch?v=nFDqvKtPgZo&feature=channel
This could’ve been a big flop. If it had been, we bet Old Spice still would’ve seen it through. They were willing to step up, take a chance and make the world say “…what just happened?” It takes confidence to create a 100% social media-driven campaign. It takes confidence to put that campaign into action, as well. Don’t second-guess your social media efforts. Take a strong stand and allow people to agree and disagree with you. Sticking to your guns will make a positive social impact.
4. Connect With Everyone.
While the Old Spice campaign couldn’t answer every question they were handed, they did manage to connect with a lot of people. The YouTube videos have been viewed hundreds of thousands of times. Connecting with your audience involves creating something that actively engages them, pushing them to respond to you. Try your hardest to respond back. These connections provide them a direct tie to your brand, which can turn into brand awareness and brand loyalty.
What did you learn from the Old Spice Guy? Let us know in the comments.
