Old Spice is a name that has been around for years. Primarily associated with after-shave, the company has reinvented its products over time. Over the past few weeks, Old Spice has been posting videos to YouTube that directly target certain individuals. These range from celebrity bloggers (Perez Hilton) to Digg’s Kevin Rose.
It’s an interesting technique in a number of ways, primarily because each of these messages are custom-tailored and use the same on-camera performer for TV ads.
By featuring highly visible individuals, Old Spice is almost guaranteeing greater viewership of their overall message.
The company is also actively using social media to interact with its audience across various platforms — Twitter, Reddit and YouTube.
As a marketing and communication company, we get a lot of questions regarding social media. What Old Spice is doing is some of the best — they’re engaging users and acknowledging their audience. Very few company, despite their resources, do that effectively.
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