If you think social media marketing is not for you, think again. Lets take a look at how an old reputed brand, such as Old Spice, has been re-vitalized and sold successfully through social media.

Till recently, without much doubt and hesitation, I considered Axe to be the coolest brand for most male grooming needs. This was primarily because of a few reasons, one being the advertising that is based on the brand positioning of ‘mating game’, two, the product itself, which is innovative, surpassing in quality and three, the simplicity with which the brand connected with its end consumer – fuelling the imagination of men from across the globe.

And, up till now, no one could fathom the possibility of approaching this category in any other way. Well, not until Wieden and Kennedy took over Old Spice. The agency devised an entire campaign that is centred on Isaiah Mustafa, also known as the Old Spice guy.

The campaign was executed through online media, namely Youtube and Twitter, in a span of three days. The response was unequivocally positive and revenues shot through the roof by 105%. The Youtube and Twitter accounts amassed hundreds and thousands of followers overnight.

The team behind Old Spice took great care to engage influencers, celebrities, popular social media sites and common folk with utmost care. A series of over a 108 videos were shot and uploaded to the Youtube page were a mix of responses and ads.

The Old Spice campaign has set benchmarks for marketers from around the globe as well as proved that social media is an authoritative platform for promoting a Brand. You can checkout the campaign on the Old Spice website.

Note: This article has been orginaly printed in the Sector News.

Tags: Isaiah Mustafa, old spice, social media, twitter, Wieden & Kennedy, youtube

This entry was posted on Tuesday, August 3rd, 2010 at 11:07 am and is filed under Blog, Opinion. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.