“The Man Your Man Can Smell Like” - 1st Successful SoMe Campaign

    Old Spice’s “Smell like a man, man” was one of the first and most successful social media campaigns. A TV commercial launched prior to the 2010 Super Bowl and quickly gained incredible popularity. More than 2,000 people sent questions, and in a 48-hour period, nearly 200 personalized video responses were created and posted on Old Spice’s YouTube Chanel, to which the “Man, man”, Mustafa, responded to the tweets of hundreds of people-- including those of Ashton Kutcher, Alyssa Milano, Perez Hilton, and Ellen DeGeneres. 

   These response videos reached more than 46 million views. In fact, in the first 24 hours, they were viewed more times on YouTube than President Obama’s 2008 election-night acceptance speech.

So what can you learn from this?

1. Listen and answer. Social media is about engagement, about letting your consumers know you hear them, but most importantly, that you are willing to answer their questions and chat with them.

2. Resonate with your customers. By this I mean transmit emotions and create empathy. Social media does not have to be perfect, but the messages you want to broadcast have to be sensitive and human. 

3. Pay attention to your customers influencers. Women buy more than 50% of men’s body wash. Old Spice’s strategy focused on them and sales went up more than 107%.

Until next post,

@FiordalizaTM