Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.
In this episode of the Digital Media Podcast, Aanarav Sareen and Tim Gilmour from Dualform Studio discuss the execution of the Old Spice digital media campaign from Wieden+Kennedy.
Yesterday, I posted a story about how Old Spice is using YouTube and other social media platforms to spread its message. Within a day, the company has created hundreds of videos.
The company, along with Wieden + Kennedy has successfully delivered a viral campaign — one of very few in the social media space. The campaign is effective, it’s well connected and most importantly, fun.
Campaign summary:
The company is creating content through Wieden + Kennedy. But, content alone doesn’t do anything. After creating the initial content, they reached out to some high profile individuals with personalized responses. They used these individuals to spread their message to a much broader audience. While it’s not certain when the company updated it’s online portal — www.oldspice.com, the site is put together very well. You can select products, their variations and can be directed to retail and online stores that are carrying that exact combination. For a brand as old as Old Spice and for a company the size of Proctor & Gamble, this is impressive.
Here’s hoping that more companies adapt an overall media approach towards their products and brands.
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.
