eMarketing Reflections


Articles Book reviews Case studies In a Nutshell    

Old Spice
A great social media campaign that fizzled out

April 2011


With the “Ladies does you man look like me? No! but can he smell like me? Yes!” campaign, brought by Isaiah Mustafa, Old Spice managed to turn “your grandfather’s” kind of product into a really sexy brand. If you have no idea what I am talking about, then just take a moment to watch the video below.

The best part of this campaign is not the content of this one video, but the fact that watchers were invited to ask questions about the video on several social media platforms. Then the public voted for the best questions and Isaiah Mustafa replied to each of those with a new video. As a result the video was seen more than 32 million times and even more important, over 170,000 subscriptions. Thus Old Spice managed to get into direct and possibly continuous contact with 170,000 customers, building these customers into their brand advocates and thus boosting their sales and indirect promtion.

And that is where a strange thing happened. Instead of maintaining an interaction with these involved customers, they opted for the old fashioned marketing strategy of interruption marketing. True, also the next generation of ads with Isaiah Mustafa is great to see, but think of all the opportunities Old Spice has missed by not nursing the existing relationships. At the moment Old Spice is starting to answer people on Twitter, but it is way too little and way too late.

Social media





Some examples of social media and social media marketing campaigns that caught my attention:

United breaks guitars
Still an excellent example of how social media can damage a companies reputation and how this tends to stay for a long time.


Follow me on Twitter
Find me on LinkedIn
RSS Feed


Privacy statement Terms of Use Contact me Sitemap Copyright ©Jeroen Hoekman