social media campaign that
fizzled out April
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.
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.
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