menu

Silver Fish Hand Catch: A New Benchmark For Social Media Campaigns

Silver Fish Hand Catch: A New Benchmark For Social Media Campaigns
Advertising

A recap of Old Spice's amazingly talked-about custom videos.

Paloma M. Vazquez
  • 16 july 2010

As one of the most talked about marketing and ‘social’ media news pieces this week, we expect the Old Spice custom video responses to serve as a case study for some time; a case study in how a brand can personalize its communications via social media, or how a brand can loosen its guidelines and standard procedures – and increase its trust in its agency partners – in order to communicate directly with individual fans in an engaging, real time, and broad-reaching fashion. While it’s too soon to tell if it will serve as a case study in driving sales – at least in the short term – it was likely never meant to. The most interesting case study may be in how the video responses drive brand awareness, positive brand perceptions (no longer a stodgy old brand your grandfather wore?) – and what it does for brand engagement.

With respect to numbers – Mashable provided some basic metrics on what imprint the campaign made (and this is since TUESDAY):

  • Number of videos made: 180+
  • Number of video views: 5.9 million
  • Number of comments: 22,500

Mashable also provides some perspective on the impressions made, or number of views generated by the video responses, in comparison to both the original spot/campaign, and to other popular virals (including Obama’s victory speech). In short – the Old Spice responses killed it.

Many of us also found ourselves asking how these videos were produced so quickly. ReadWriteWeb developed a very informative description of Wieden + Kennedy and Old Spice’s process. We tip our hats to W+K’s creative and production teams for their creativity, flexibility and innovation, to Old Spice for letting go of traditionally stringent CPG creative approval processes and trusting their agency partners – and to actor Isaiah Mustafa for his impecable delivery (and stamina).

We hope to see brands learn from this campaign – and to see them experiment with ways to communicate with consumers directly and personally – in the wider-reaching public platform offered by ‘social’ media.

[via Mashable and ReadWriteWeb]

Trending

Bicycle Hotel In Norway Makes Commuting A Breeze

Design & Architecture
Technology Yesterday

Umbrella Tells You Whether It's Needed Before You Go Out

Opus One was designed by former Samsung engineers and offers a weather forecast via the flashing LED on top

Sustainability Yesterday

Biocomposite Skateboard Provides An Eco-Friendly Ride

The Uitto is an eco-friendly skate deck crafted from Norwegian wood fibers

Trending

Get PSFK's Related Report: Future of Automotive

See All
Work Yesterday

Hyatt Honors Travelers With A 3D-Printed Statue Contest

The hospitality wanted to celebrate the people who go everywhere for work and make sure their tasks were not forgotten

Syndicated Yesterday

High-Tech Replica Brings Prehistoric Art Within Reach

A £48m recreation of the Lascaux Caves in France will let visitors experience the unique place for the first time in decades

Entertainment Yesterday

Tripod Lets You Make Snapchat Videos Hands-Free

The Camkix kit lets you record wirelessly from any angle

IoT Yesterday

GE Develops An Alexa-Enabled Table Lamp

The first in a line of interconnected home products will integrate Amazon's voice-activated system for smarter home living

Advertising Yesterday

Spotify Mines User Data To Create A Global Ad Campaign

The series of billboards relays the feelings that people express through listening to music

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed december 6, 2016

Creative Director: Navigating The New World Of Founder-Brands

Richard Smith, Creative Director at Sullivan, explains how visionaries like Elon Musk and Mark Zuckerberg approach their branding and why it’s important to apply brand thinking to founders’ products

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Food Yesterday

What Material Research In Beirut Bodes For Our Waste Crisis

Might building furniture and lights out of rose petals and coffee grounds point to more sustainable modes of living, as seen in Beirut Design Week?

Social Media Yesterday

This Collar Wants To Be The Bridge Between Human-Dog Communication

Inupathy claims to be world's first dog emotion visualizer

Retail Yesterday

Commerce Expert: Why Brick-And-Mortar Shopping Can’t Be Replaced

Erin Armendinger, SVP of bio, explains the physical need of customers to experience certain products before buying

Fashion Yesterday

Basquiat-Inspired Fashion Line Supports Emerging Talent

The late artist's estate has collaborated with New York label alice+olivia on a new range of designs

Retail Yesterday

Why Personalization Is The Key To Customer Satisfaction

Andrew Blackmon of The Black Tux shares how the company is using machine-learning models to streamline the fitting process

PSFK EVENT

FUTURE OF RETAIL 2017:
Conference Built Around Report Launch
BUY TICKETS

Gaming & Play Yesterday

Fidgeting Tools Designed To Help Creative Minds Focus

The DIDGETS Collection helps those who have anxiety or are restlessly moving to focus while they are working

Children Yesterday

Helpful Robot Teaches People Of All Ages How To Code

The Root has coding expertise designed to benefit a wide range of people

Home Yesterday

Sharing Service Connects Directors With Film Locations

Finding affordable places to film can be difficult, so GETset was designed to help creators easily find good locations

No search results found.