Old Spice Guy Manly YouTube Campaign Doubles Sales
July 28, 2010
(ChattahBox)—Last week the Internet was ruled by Old Spice’s Isaiah Mustafa, a “ridiculously handsome” actor and former NFL player. The witty over-the-top and always shirtless Mustafa, starred in a series of over 180 YouTube videos in Old Spice’s “Smell Like a Man, Man” campaign, wherein he answered questions from famous people, such as Alyssa Milano and George Stephanopoulos, and from users of social media sites, including Facebook and Twitter. Mustafa and the unique social media campaign became an instant pop culture sensation, transforming a stale brand that has been sitting in your grandfather’s medicine cabinet, since 1938, into something very 21st century
The groundbreaking Online ad campaign created by the Portland-based agency Wieden + Kennedy, is being hailed as a brilliant integration of old and new media. And it has paid off, with a reported 107 percent increase in sales of Old Spice body wash for last month. Sales data from the past three-months, also show a 55 percent increase.
Although the online portion of Old Spice’s campaign only ran for three-days, the Old Spice channel was the most viewed channel on YouTube last week, and now holds the record as the third-most subscribed channel in the “sponsor” category.
The new TV spot, named “Questions” is also fast becoming a huge YouTube hit.
“Mustafa once more addresses the ladies: “Does your man look like me? No. Can he smell like me? Yes.” Mustafa is again shirtless as he walks on water, catches a cake, walks through a dream kitchen, swan-dives off a waterfall and lands in a hot tub that opens into a deck, upon which he sits astride a motorcycle.”
Watch Mustafa in action: