The campaign your campaign could smell like

April 25, 2011

You’ve probably seen the TV advert, if you haven’t do it now. It’s good isn’t it? Well I like it anyway. But the nuances of the televised advert really don’t concern me. The campaign of which it is/was a part of now however is a glorious example of how to run a social media campaign. The advert on Youtube has 31,628,808 views, the Facebook page has 1,383,942 and the Twitter page has 124,664 followers. Impressive numbers, but what do they mean?

Well at its most basic level, the Youtube numbers show an astonishing amount of people with exposure to the brand name. That alone is pretty good thing.

So Facebook, a lot of people ‘like’ the brand, possibly the most ambiguous and difficult of online media to rationalize. But consider this; over a million people bothered to either search for the brand on a site unassociated with it, now that is something.

And Twitter? Well hundreds of thousands of ‘Tweeters’ feel that the brand will be able to add something to their day-to-day lives by updating them with news, information and thoughts.

There we have it. Three platforms that in different ways engage its audience. Of course there are those who argue how effective these platforms and how they influence audiences. But we can all agree that those numbers are pretty impressive right?

So how did they do it? Old Spice took a solid, funny ad-campaign and took it to the next level by allowing people to interact with it via social media platforms. This intern increased exposure by increasing the potential interest of the audience. Put simply, a good advert could make a target public remember a brand for a minute. By allowing them to have a conversation with the advert, they increase the attention span of the audience and thus potential for brand recall. Good huh? And if that wasn’t enough the possibility for people posting links on social media pages increase word-of-mouth spread of the message. Old Spice’s campaign is a great example of how to create and manage an online campaign.

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