Two weeks ago, Isaiah Mustafa better known to some as the “Old Spice Guy” took the Interweb by storm: through a series of videos which personally replied to online users who had mentioned Old Spice in the past. Responses to users ranged from various platforms from YouTube, Blogs, Twitter, Yahoo Answers and Digg. The campaign racked in almost one billion media impressions with all of them coming from YouTube.
This may have been one of the most fun and cool campaigns we have seen a company do in a long time, but what the hardest-to-convince strategists, marketers and critics out there wanted to know was: did it increase their sales at all?
And it did, in a BIG way: in a recent article reported by Mashable, the personal video campaign increased their sales by 107% in the last month alone. Before this particular campaign, their products were at 55% in sales, this can be credited to the Superbowl advertisement where we first got re-introduced to the New Old Spice.
The agency behind this Old Spice campaigns’ viral success, are heading back to their Lab to come up with another witty and creative campaign. And by the looks of things Mr Mustafa won’t be part of it this time around, says Agency Wieden+Kennedy, creative director, Jason Bagley
While writing this, an interesting thought popped into my mind. What if New Zealand’s own legendary beauty product spokeswoman Suzanne Paul (for those who don’t her, you can just Google her name) did a similar thing for her Natural Glamour beauty line. Now that would be something, don’t you think?
Is the brand relation between Old Spice and Mr Mustafa so strong that another campaign without him is just unheard of?
We would love to hear your thoughts on this.