Brands that get it: Old SpicePosted: July 31, 2010
If you take even the slightest bit of notice as to trends developing through the social web, I’m sure you would have heard of the Old Spice responses campaign. You should at least be aware of their brilliant TV ads, an example of which is below. Even if you’ve seen this one before, I think you should watch it again.
Did you see that? Wasn’t it marvellous? Truly, this should be the direction that communications should be heading. In one month, that video has captured over 11 million views, which is over half as many views as Powerthirst, which has been up for years; because, you know, everyone should totally start using Powerthirst as a benchmark of awesome.
Indeed, it seems that I’m not the only one who’s mega enthusiastic about this all. People have gone wild for Old Spice, following their online exploits. Or not. Depending on who you talk to, Old Spice sales have either increased a great deal because of these campaigns, or haven’t really done anything amazing in the wider context of men’s toiletry sales. I’m of the opinion that it’s really too soon to judge whether or not Old Spice man has had a profound effect on sales. Instead, I think we should (without forgetting how recent these videos, and the responses campaign was) focus on the things Old Spice, and W+K, the agency behind all this, did differently.
Number one, people generally like being listened to, especially by brands. The historical connotations of the word ‘brand’ conjure up images of soulless offerings manufactured by the kind of organisations that Ronald Coase was harping on about in the 1930s. Think limited distribution, the marketing ‘push’, one way communication, or whatever you want to call it. We all know that’s certainly not the case now. Brands now are more friendly creatures, that have every opportunity to listen and talk back to their audiences. Generally, I’m suitably satisfied when a brand I tweet at manages to tweet back at me. That specific example is all about customer service, and all about AWESOME, but I’m sure you get the point. In their own way, brands are celebrities, and we’d all like to be noticed by some celebrities every once in a while, right?
Number two, the responses campaign was essentially responding to the internet in real-time. This, known as low latency advertising (props to Faris Yakob for that one), is truly the future of advertising, in my opinion. We all know, as people, that people generally hate waiting for things. As mentioned in the previous paragraph, we also love it when brands talk to us. However, Old Spice didn’t only respond to the internet in real-time, it responded to the internet in real-time with well polished, humorous video responses. To be on the receiving end of one of those bad boys must have made you feel like a celebrity, as well.
Used in conjunction with each other, these two things result in increased audience engagement on a scale we’ve never seen before. The internet didn’t know what hit it. This was a result of superb strategic planning, from the team who produced these videos, who managed to scour the web for decent questions from influential people, and then answer these questions as a way of maximising the campaign’s exposure.
One area I think really needs paying attention to, is that Old Spice has truly befriended the internet. I like to think of the internet as another country, almost. As such, it’s got its own cultural values, its own customs, and most importantly, its own unique sense of humour. The Old Spice responses were not only able to tap into this unique pool of memes and in-jokes, but exploit it to their advantage. I’m not sure if this is a deliberate result of brilliant writing and planning, or whether it just happened, but it’s a lesson the creative industries all need to learn. The internet can be your best friend, with just a little love. Get to know it first, and then make it happy. Just watch this response to Anonymous (the shady group of internet activists who were behind the Scientology protests), which they unanimously approved of, and you’ll see what I mean.