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

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.

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