The Smell of Social Media Success

Who hasn’t heard about the latest YouTube phenomenon sweeping the internet?  If you have been lost at sea without access to the Internet, we forgive you.  I’m talking about the Old Spice Guy whose latest campaign of videos have become some of the most viewed and shared YouTube videos, with seven out of the top 10 most viewed videos on YouTube in the past week have been Old Spice commercials.

When I think of Old Spice, I think of the white aftershave bottle with the ship on it, that my little sister and I would buy from the A&P for my dad for his birthday or Father’s Day when we were little kids (we had small allowances).  It hasn’t always been something I would equate to a modern scent for today’s modern man -  moreso today’s modern, mid-life dad.

Just a few months ago, my fiancé came home with some new Axe-like ’fragrances’ from Old Spice (sleek design on a small aerosol can).  I asked him if he had left for work and came home a 55-year-old man, to which he replied, holding up a small red can, ”But this one is called ‘Swagger’”   Swagger?  I’ll admit, I laughed.  Hard.  Until I smelled it and really liked it – and now before we go out, I ask if he’s wearing his ‘Swagger’.

Genius on Old Spice’s part, right?  Taking a term like ‘Swagger’ which has entered the modern vernacular (most of you may be familiar of the line in Black Eyed Peas “Boom Boom Pow” line) and connecting it to a product that for a while, was always associated with an older demographic.

Old Spice launched this most recent marketing campaign with the introduction of their newest brand character, The Old Spice Man, during the Superbowl.  The power of that commercial on the Superbowl propelled The Old Spice Man into Betty White-esqe popularity, and proved even more that social media marketing, especially viral videos, is something that is more powerful than it ever has been before.  I first heard of this on Twitter, as it had appeared in my feed as a trending topic, but then started seeing many of my Facebook friends sharing the videos.

In a two-day blitz, the team produced more than 180 video “shout-outs,” including a marriage proposal (she accepted) and exchanges with celebrities including Ellen DeGeneres, Demi Moore, Christina Applegate, Alysa Milano, George Stephanopoulos, Olympics speed skater Apolo Ohno, gossip blogger Perez Hilton, tech gadget blog Gizmodo, Stanley Cup champions Chicago Blackhawks and Starbucks (which now has 10 million fans on Facebook).

As 2010 has started its ride into the 3rd Quarter, what has your company or brand put forth into social media marketing campaigns?  It doesn’t have to be as grand as a professionally-produced viral video campaign, or a multi-million dollar social media blitz.  A well planned, strategic campaign on even a small level could have huge impact.  We’d love to hear your thoughts on what your plans are, and what social media marketing success stories your campaign has been inspired by!  For the full article at MSN, visit their website here: http://www.msnbc.msn.com/id/38282026/ns/business-small_business/

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