In 24 hours more people watched this summer’s Old Spice social media campaign than Barack Obama’s presidential victory speech.
One can argue that the Wieden + Kennedy campaign took social media advertising to a new level. Their understanding and execution of interactive media brought a brand to life. Proctor and Gamble entrusted the production team to execute real-time responses to consumer comments.
The trust allowed strategists to target a variety of opinion shapers, including celebrities and common people, resulted in a viral campaign that has analysts still talking.
If you are unaware of what happened, here’s a breakdown: Old Spice released a commercial in February 2010. Old Spice released a second commercial this summer. Then, Old Spice used YouTube and Twitter to interact with people commenting about the brand. They analyzed and targeted specific individuals who had large followings and influence and blended these audiences with the general public. Proctor and Gamble allowed production teams to post 200 videos to real-time Twitter comments, thus creating a viral campaign and increased brand awareness.
One can argue that this is a prime example of how organizations can extend their reach when they place value, trust and resources in the hands of creative, forward- thinking teams who execute well-crafted plans. It was — the perfect storm.