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The Man Your Man Could Smell Like

September 14, 2010

Old Spice is known as a prominent American brand of male grooming products. Introduced in 1934, Old Spice needed to remodel themselves in 2008. With humorous slogans like, “If your grandfather hadn’t worn it, you wouldn’t exist.” Old Spice started catching on to younger audiences.

Isaiah Mustafa, an American actor and former NFL wide receiver became the new face of Old Spice. February 2010 brought Mustafa sudden fame with his Old Spice TV commercial, The Man Your Man Could Smell Like.

July 14, 2010 Old Spice launched the fastest growing online viral video campaign ever. 6.7 million views after 24 hours, 23 million views after 36 hours. Mustafa replied with YouTube videos in character to 186 online comments and questions from websites like Twitter, Facebook, Reddit, and YouTube. The campaign ran for only 3 days, yet is still YouTube’s #1 Most Subscribed (of all time).

(On Twitter, @JSbeals wrote, “@OldSpice Can you ask my girlfriend to marry me? Her name is Angela A. Hutt-Chamberlin…”)

Who would’ve thought that humorous videos posted on YouTube would help recreate a whole brand? To me, this shows the extensive research into social media Old Spice did. Not only did they realize that YouTube and Twitter is the number one way to reach a younger audience, but that replying to Twitter and Facebook posts create a relationship between the company and the consumer.

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