Old Spice – an example for successful social media marketing

Over 200 videos, over 6 million views and more than 23.000 comments – the shower gel ‘Old Spice’ made history through viral marketing.

Isaiah Mustafa that is the name of the ‘ridiculously handsome guy’ who saved the brand from an image crisis. Old Spice was known as a vintage after shave for men until Isaiah Mustafa changed the image with a humorous and surprising advertising at the Superbowl. But there is more… He kept in touch with customers.

Old Spice is tweeting and filming in real time.

It was a completely new and fresh campaign. Isaiah Mustafa starts receiving questions and comments from all over the world. For example Kevin wrote him that he has fever. Isaiah’s creative video answer to that was: “Hello Kevin, how are you. Feeling better I hope. I personally never had a fever because my body is 98% muscle and muscles can’t get sick.”
Within 2 days Old Spice published 180 videos on YouTube and answered people’s questions.

Creative, humorous, sexy, classy and authentic.
That’s what Old Spice stands for now.