(Guest post from U Vic Faculty of Business student Michela Byl)
Old Spice has done it again (and again, and again, and again). They’ve just released 100+ viral ads directed at prominent players in the social media world- Demi Moore, Perez Hilton and Ellen DeGeneres, to name a few. Following the same simple-yet-wacky formula of the I’m on a horse spot, the team at Wieden + Kennedy has essentially created an army of ever-watchable Isaiah Mustafa’s- their sole mission to promote Old Spice.
I asked Doug Brown if he thought the viral campaign would drive the brand’s message better than the original tv-directed ads, and he brought up something I can’t believe I missed: although each format has it’s own benefits, together they become something much more. I believe cumulative impact is how he put it.
Impact indeed: sales for the brand have increased an incredible 107 percent in the past month alone. Most of this was prior to the viral campaign launch, so one may argue that the tv ads (and Mustafa’s abs) were the sole driver behind the increase. However, I don’t think it would be inaccurate by any stretch of the imagination to say that without online streams, the ads would not have been as successful. After watching the spot on Youtube in March, I’ve since twittered, facebooked and blogged about it- and I’m not the only one.
No doubt Old Spice saw that and made a move to completely take over the social media sphere. With their feet firmly planted in both the internet and commercial time slots, their sales continue to increase. It may be safe to say that the time has come where tv-only ads won’t quite cut it. Maybe even online-only ads won’t cut it. One this is for sure though- put these media streams together, and you have one powerful brand awareness campaign.
I suppose having a Mustafa army doesn’t hurt, either.