Old Spice’s “Responses” social media campaign included 186 recorded responses to fan-mail from “the man your man could smell like,” and helped make Old Spice the number one branded channel on YouTube. Old Spice’s social media efforts have been so effective, the sales of their body wash have doubled. This great article on Ad Age talks more about Old Spice’s social media success, and how they earned the top prize at this year’s Cannes Lions International Festival of Creativity.
It seems that Old Spice has struck a chord with this humorous ad campaign, which has really reverberated with consumers. I think in the future we will see many more companies branch out into social media in an effort to reach their customers, but I doubt many will be as effective and as hilarious as Old Spice’s efforts. The question is, what do you think? Do you find campaigns like this to be effective (for the right products of course)?
