menu

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

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

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]

+#technology
+advertising
+Automotive
+brand awareness
+branding
+consumer goods
+digital
+fashion / apparel
+Innovation
+Isaiah Mustafa
+Marketing
+mashable
+Media & Publishing
+Old Spice
+online video
+personalization
+Social Media
+technology
+USA
+wieden kennedy
+Work & Business
+youtube

More in Automotive

Automotive

Pay A Monthly Fee To Drive 22 Different Porsches

The car brand has introduced Porsche Passport, which gives a single person access to a whole fleet of cars starting at $2,000 per month

16 October 2017
Automotive

Electric Cars Can Now Sell Their Energy Back To The Grid

A company called OVO in the UK turns your car into an electricity generator

16 October 2017

The Latest

Event

To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.

October 18, 2017
Video

Bobby Jones, Chief Marketing Officer at Peace First and co-author of Good Is The New Cool, shares his guidelines for marketing to a new generation of socially conscious consumers

September 27, 2017
No search results found.