The man your man could smell like, Isaiah Mustafa, is back.
The Old Spice adverts were a viral sensation last year, with one of the videos receiving almost 29 million views – making it the most viewed advert of 2010 (the brand’s YouTube channel total upload views currently sit at 184,542,802!). So can they build upon that success or is this a ‘swan dive’ too far for the brand?
The brand successfully used social media last year to interact with consumers and create a buzz around the campaign. This year they’re trying to adopt similar tactics in the hope that they’ll strike ‘advertising gold’ twice.
On January 20th, Old Spice released a short teaser video on YouTube announcing the Old Spice guy’s come back.
On Friday, in another YouTube video, it was revealed that one lucky ‘Old Spice fan’ would be given access to the new advert before anyone else.
Old Spice plan to email the advert to one carefully chosen person in advance of it’s office TV launch in the States on February 7th, the day after the Super Bowl. It is hoped that this person will then promote the advert on their social network.
So can the advert go from an audience of one, to an audience of millions? Probably, considering that the initial, relatively dull, ‘come back’ video has already got almost 600,000 views in a week.
This will be an interesting one to watch for sure.
I came across an interesting study over the weekend of the World’s “100 most valuable brands” which concluded that there was a clear and significant relationship between quality online consumer engagement and financial performance.
Wetpaint/Altimeter group looked at how well these brands were engaging with consumers using social media and “how that engagement correlates with their most important financial metrics: revenue and profit“.
They found that “socially engaged companies are in fact more financially successful“.
The report below provides brief case studies on four of the top brands – Starbucks, Toyota, SAP and Dell – looking at the strategies behind their success using social media. Interestingly Starbucks although a humongous global brand has a relatively small social media team of only six people, yet has one of the largest fan bases on Facebook and over quarter of a million Twitter followers.
What were the takeaway points for someone readying to implement a social media strategy for their business?
- Engagement via social media IS important — and we CAN quantify it.
- What’s in it for me? The report quantitatively demonstrates a statistically signiﬁcant correlation between social media engagement and the two most meaningful ﬁnancial performance metrics – revenue and proﬁt. Money talks, and it’s declaring that it pays to engage meaningfully in social media.
- Emphasize quality, not just quantity. Don’t just check the box; engage with your customer audience.
- To scale engagement, make social media part of everyone’s job. A few minutes each day spent by every employee adds up to a wealth of customer touch points.
- Doing it all may not be for you — but you must do something or risk falling far behind other brands, not only in your industry, but across your customers’ general online experience.
- Find your sweet spot. Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off. If you are resource-constrained, it is better to be consistent and participate in fewer channels than to spread yourself too thin.
Connect with me
- Teddy Has an Operation and I Get Chills
- Clever Usain Bolt Campaign from Durex
- Social Media Revolution – The Parody
- Bottled Water Ad Like You’ve Never Seen Before (video)
- Nobody Hanging Out on Google+?
- 60 seconds in Social Media [Infographic]
- Cyber Flashmob Attacks WSJ Facebook Page
- Is the social media novelty wearing off?
Say What Now!?
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