For those who weren’t on Twitter today, I regret to inform you  that you missed the buzz, snap, crackle, and pop Old Spice created  with a very impressive campaign. In my opinion, they completely reinvented themselves by going after a completely different market, the younger, “hipper”, social media-savvy market.

This has been one of the most creative Twitter campaigns yet –  it was certainly very successful.  It was an excellent example of the guerrilla marketing opportunities social media Websites, like Twitter  offer.

In short, what they did:

1) “Promoted” ‘Old Spice’ as a “trending topic” (“x” = Twitter lingo)

2)  Throughout the day, they replied to tweets using personalized videos. (observation: they  targeted many social media heavyweights, who would further spread  the word, ie Kevin Rose, founder of Digg.com)

3) Their Twitter campaign was an extension of their current marketing  campaign (TV ads). In their reply videos, they use the same concept  and actor (aka “Old Spice man”) from their TV ads

4) Their content was entertaining, relevant, fresh, and out-of-the-box, which made it viral. Most importantly, they got the attention  of their target market (as well as celebrities, including “top influencers” on Twitter, like Ellen Degeneres, Ashton Kutcher, and Isaac “Biz” Stone (co-founder of Twitter), who helped them further spread the word by joining the conversations).

They did this through simply listening to their target  market and responding to them using SM tools readily available.

Have a look at some of the content from this campaign:

Kevin Rose tweeted: “Day 6 of the fever/pneumonia, first day I’ve felt semi normal, fever @ 99F, now back to bed, enjoy your saturday all, make the most of it!”

Old Spice Man’s reply:

Additional content from this campaign:

1) Old Spice’s YouTube Channel: http://www.youtube.com/user/OldSpice

2) Old Spice’s Twitter page: http://twitter.com/OldSpice

3) This link includes info on how the videos were made: http://bit.ly/9SboAd 

Copyright © Esha Abrol, Canada. 2010