Lessons from Old Spice's Viral Ad Campaign

Look at Old Spice’s latest ad campaign, look at your company’s, now back to Old Spice and learn a good lesson in viral marketing. You could even call it an epidemic. The company’s brilliant ads have been driving the Internet into a frenzy with the message that men shouldn’t be using “lady-scented body wash” and should be switching to Old Spice.

The campaign’s success is largely attributed to Isaiah Mustafa, the oft-shirtless “man your man chould smell like”, who portrays a smug over the top buffoon whose irreverent persona has seduced both men and women alike.

The success of the campaign doesn’t just stop at the ads. In the past few days, the Wieden + Kennedy team responsible for the campaign started releasing personal replies to Twitter and YouTube fans including celebrities such as Alyssa Milano, Perez Hilton and Demi Moore.

Here are some lessons we can gleam from Old Spice’s campaign.

1.    Don’t just create a great ad, create a great story behind it.

Part of the reason as to why the first ad spot went viral was because of the great story behind it. From shower to boat to the horse, the spot was shot in just one-take with minimal CGI, which created even more chatter.

2.    Respond to your fans quickly and personally.

In just 3 days, Old Spice has released more than 180 video replies to individual fans on its YouTube channel. That’s approximately 60 videos a day and with each video the campaign is gaining greater momentum on social media as more and more folks write in hoping to get their own reply. There’s even been a marriage proposal (she said yes).

3.    Target high profile social media folks who will generate more buzz.

This is a no brainer -- there’s nothing like a celebrity endorsement for a brand to gain traction in people’s minds. The difference with the Old Spice campaign is that celebrities like Demi Moore, Alyssa Milano, Ashton Kutcher and Perez Hilton were the ones who voiced their support for the campaign first and Old Spice simply responded. The endorsement is genuine, it’s free and in the advertising world, absolutely priceless.

Old Spice flirts with Alyssa Milano

Old Spice compares Perez Hilton to Everest

Old Spice whacks a pinata for Demi Moore

4.    Bow out gracefully at the peak

Instead of dragging the campaign out until people get bored of it, Old Spice bows out gracefully just when the campaign reaches its peak and all it does it leaves us wanting more. One thing's for sure, we're going to miss this "ridiculously handsome" man.

To watch all the Old Spice videos, visit their YouTube page or follow them on Twitter.