Friday Quick Hits: Marketing Never Smelled So Good

Unless you were completely living under a rock this week – you probably noticed everyone swooning over the Old Spice Social Media/Youtube campaign. Which was, in a word, brilliant.

Old Spice took over the Youtube and Social Media airwaves as ‘the man’ Isiah Mustafa responded to comments from Twitter, Facebook, etc in real-time resulting in over 100 different personalized video responses. The result? Massive global awareness and millions of people viewing, commenting, and sharing around the web.

Other companies *must* take note of what Old Spice accomplished. They, in short, captured the essence of the three key factors of Social Media:


The effectiveness of this campaign starts and ends with the timeliness of their approach. Video responses were added in real time, which got people talking, asking their one questions, revisiting the Youtube account over and over hoping that the OldSpice guy would answer them…this campaign is a perfect example of being in the right place at the right time, listening to your audience and saying “Hey, we hear you”.


The core of any marketing plan, especially one that takes place on the web, is engagement. Every business must ask, “Are we engaging our customers?” – It’s up to you to find out who you’re trying to target, and taking a proactive approach that gets people interacting not only with you and  your brand, but amongst each other.


Old Spice proved that even a big-name brand can make things personal. They showed, in an extremely entertaining way, that even the little guy, you and I, are an important part of their success. They relied on their customers to spread their message and in short, it worked like a charm. All it takes it showing that you give a damn – maybe creating brand evangelists is easier than you think.

Old Spice wins ‘cool thing’ of the week. Now go catch up on some of these great reads…

Share some of the wealth. What good things came your way this week?

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6 Responses
  • Jonathan Wondrusch Reply

    I've gotten a big kick out of these ads :) Any ideas on how to apply the lessons to solopreneurs or people working within small teams and budget constraints?

  • Tim Jahn Reply

    I think it's actually easier to be more timely when you're solo or working with a small team as you don't have to worry about getting ideas/actions approved by dozens of departments and managers.

    I also think engagement can be easier with small teams, because you can act quickly and directly. You don't have to use corporately approved canned messages in your communications.

    And I think personalization is definitely easier with small teams as well. By nature, small things feel more personal than big things. So your blog that is written by your team of 3 or 4 people feels like a nice little community, compared to a corporate blog written by 35 or so people.

    Great questions, you got me thinking now!

  • Nina Reply

    The first time I saw this ad was in a theater. Wow. Way to spice things up with their marketing efforts!

  • Matt Cheuvront Reply

    It was a pretty innovative approach. The question is, will it lead to additional bottom line dollars? So far, not so much, but awareness takes time to build into a revenue model, so it'll be interesting to see how this plays out…

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