Old Spice viral campaign smells like success
Published July 20, 2010
Men's hygiene brand Old Spice recently had tremendous success with a viral video campaign. The initiative featured the "Most Interesting Man in the World 2.0 Isaiah Mustafa," answering questions submitted by users across various social networks.
The initiative resulted in more than the 180 videos, which generated nearly 5.9 million views and 22,000 comments. As ClickZ notes, the final video in the series generated more than 2.5 million views and nearly 6,000 comments. Old Spice's YouTube channel was the most viewed last week and is now the third most subscribed channel ever, according to the source.
Mashable also reported that Old Spice's campaigns was one of the fastest-growing viral initiatives of all time, with 24-hour growth eclipsing responses to Obama's presidential victory speech and Susan Boyle's "Britain's Got Talent" appearance.
The key to this campaign may be blending humor with consumer-focused videos According to a recent Pew Internet report, the viewership of online comedy clips has risen nearly 20 percent since 2007, faster than any other genre. The study also found that more than two-thirds of consumers (69 percent) use the web to watch video.