During the 2010 NFL Super Bowl, Old Spice started a new marketing campaign, releasing the above commercial online and on television. It quickly became the “number one all-time most viewed” branded channel on Youtube. How did they achieve that success? By targeting women, who dominate the body wash market, and men with humor, it created for the first time a topic of conversation for couples around the nation. The marketing team also showed the commercials in certain movies where there was a “high amount of couples” were projected to go. So because of the topic of conversation that was generating millions of hits on YouTube, women began to buy Old Spice for their husbands and boyfriends so that they could “smell like the man your man can smell like.”
But how did this campaign have continued success? Old Spice continued to use the “man your man can smell like” guy and let him interact with fans all over the internet who would ask him random questions that he would answer in his fashion. In one day alone Old Spice generated more hits on Youtube than Obama’s presidential victory speech, on day two he had 8 of 11 top videos on Youtube, and by the end had over 40 million people view his videos.
The success of this campaign is astounding considering that ; the brands twitter following increased 2700%, Facebook fan interaction went up 800%, and traffic to the Old Spice website increased 300%. This made the bottom line of the company increased 107% 10 months after the release of the first Old Spice commercial.
Shortly afterwards many companies have tried to have the same success, copying the Old Spice guy commercials to a certain degree but still enjoying some success. By making some of the funniest and memorable commercials of all-time Old Spice increased their brand awareness while making people laugh and had one of the most amazing marketing campaigns for a business ever. So does humor sell? This guy thinks so.