menu
Get a daily delivery of PSFK
Subscribe to get a daily digest of new ideas and discoveries and to find out about upcoming events

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

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

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

Paloma M. Vazquez

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]

Post Image
Read More Tap to Expand
PSFK CONFERENCE 2015

Live. Work. Play. Better.
The PSFK 2015 conference experience

NEW YORK, NY | April 16-April 18 2015
Get a daily delivery of PSFK
TREND REPORT

PSFK Labs presents
The Future of Retail 2015

A Manifesto To Reinvent The Store