by Cristian Cano
YouTube and Old Spice just made history, and proved once again that social media can be more effective than broadcast with a series of videos that had more than 110 million views. The Old Spice commercial [above] went viral quickly and even though there was some criticism about its effectivity, the numbers were revealed this week and sales increased 107% in a month. Marketing firm Wieden + Kennedy is responsible for the creation of this ad, which has been as successful as Susan Boyle’s video. It may seem like just a YouTube viral campaign, but actor Isaiah Mustafa (Old Spice Guy) engaged with viewers using his Twitter account. In addition Old Spice created coupons to make the campaign even more aggressive. According to Joseph Jaffe in his Adweek column, it is hard to measure how many sales came directly from the ad, but there is definitely a correlation between all the tools used to make this campaign a success. Old Spice guy will be a hard act to follow, but I can’t wait to see which company is going to try to create another creative campaign as this one.
[...] summer it was confirmed that the Old Spice guy was the most successful viral campaign of the year increasing sales by 110%. Well, they just released a new ad. It has the same idea and [...]