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Paul Martin

Director of SEO (Australia)

Old Spice used to be a fairly unfashionable range of male grooming products. Originally launched in 1934, the branding and reputation never altered, and it soon began to reside on the bottom of many supermarket shelves. That was until American creative agency Wieden & Kennedy took over the account. Fronted by actor Isaiah Mustafa, Old Spice developed an amazing advertising campaign that held a mirror up to the brand and ultimately poked fun at itself. This was capped by an amazing TV advert that premiered during the 2010 US Superbowl.

Old Spice used to be a fairly unfashionable range of male grooming products. Originally launched in 1934, the branding and reputation never altered, and it soon began to reside on the bottom of many supermarket shelves. That was until American creative agency Wieden & Kennedy took over the account. Fronted by actor Isaiah Mustafa, Old Spice developed an amazing advertising campaign that held a mirror up to the brand and ultimately poked fun at itself. This was capped by an amazing TV advert that premiered during the 2010 US Superbowl.

Due to the humour and one-shot filming technique used, the TV ad instantly turned viral on the internet. Following on from the surprising internet fan base the advert received, Old Spice have built upon its viral success and have launched a purpose built viral campaign. Fronted once again by Isaiah Mustafa, social media users can post questions to Old Spice of which Isaiah will answer in jest via a personalised video response within just a matter of minutes. And the campaign doesn’t just stop there. They have also started creating videos for some of Twitters most followed people so that they will retweet and blog them, increasing the Old Spice brand awareness even further. Very clever. Old Spice have approached the viral campaign from a multitude of angles. Videos are being hosted on a dedicated YouTube channel, with social media channels such as Facebook and Twitter being used to generate hype, utilised as platforms for community engagement and spread the resulting personalised video messages. Due to the humour of the responses, the speed of the responses (Old Spice have released over 130 videos in the past 24 hours alone!) and the personalised nature of the videos, the campaign went viral instantly, with the Old Spice Twitter account @oldspice acquiring over 10,000 visitors a day since its launch. I love this campaign. It ticks all of the boxes both for the client and the target audience. For me, by far the best viral campaign of the year to date; in fact I would also put it up there as one of the best, ever. Meerkat? What Meerkat?