Old Spice: Successful Social Media Campaign

You may have noticed the buzz around Old Spice these days. This is due to a very successful social media campaign driven by the “Old Spice Guy” aka “the man your man could smell like” performed by Isaiah Mustafah

First back in February, Old Spice launched a video running both on television and web, which quickly quickly went viral. Two days ago, Old Spice started a new phase of the campaign with the shirtless Old Spice guy in a bathroom giving responses to tweets, blog posts and comments  – each response with a video put on Youtube.

Simple but effective use of social media

The first Old Spice videos provoked a lot of comments on various social sites like Facebook, Twitter, Reddit and so on. So what Old Spice is doing is to simply make short video answers in reply to all the comments on their Youtube channel. Of course the Old Spice guy also has a Twitter profile and Facebook Page. It’s a simple idea, but is creating a lot of buzz and PR.

3 things the campaign is doing right:

• Giving something back to the community  – the videos encourage people to engage with the Old Spice guy and manages to give something back you can look at, thus giving the user a sense of ownership and seeing concrete results.

• Witty, cheeky and shirtless guy in front – the character of the Old Spice guy is well played out by Isaiah Mustafa

• Creating a buzz – Old Spice knows how to create a buzz by choosing wisely what people to respond. By connecting with celebrities who reply and retweet, they quickly reach a wide audience by word-of-mouth.

The results:

• Top of Digg and Reddit
• Trending topic on Twitter
• Twitter followers multiplied by 10
• Coverage in large mainstream news, tech news and industry news

The campaign has been carried out by PR company Wieden+Kennedy

Reply to Guy Kawasaki:

Reply to Alyssa Milano:

The old spice commercial:

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The Importance of Local Activation on Social Media: West Africa/Nigeria

The Mindjumpers Network is still going strong. It’s our own ever-growing global network of Local Social Media Managers around the world who help us ensure contextually relevant content through social listening, content production or response management. The network is filled with talented people who possess great knowledge of social media in their local context and we would like to share some of their great insights with you. This very first post is written by Chinwe Obinwanne, Local Community Manager from Nigeria and part of the Mindjumpers Network.


Statistics show that Nigeria has over 60 million internet users; a huge leap from the 57.7 million users it had in 2014. A number that is estimated to almost double in the next five years.

I’m one of these users living in Nigeria and I’ll tell you how we use the internet socially to push a campaign here in Nigeria.

While we do a whole lot with and on the internet, we spend a good portion of our time on the social platforms. Social channels like Facebook, twitter, Instagram, Google Plus, LinkedIn, Youtube and some others come to mind as platforms that we use to make even the silliest thing go viral in a matter of minutes. All there needs to be is relevance. I’ll explain.

When we (Nigerians) deem something relevant, we make so much noise about it that even the deaf have no choice but to hear.

Things that interest us and engage us socially range from entertainment, football, politics, fashion, gossip, comedy to the downright unexplainable(s) such as reliving memories of the high school past ( as seen in the twitter trend #secschoolinnigeria or the woes of being a man in Nigeria (as made popular by the hashtag #beingamaninnigeria) to name a few.

Second to relevance, influencers play a key role in taking a campaign or cause viral. Take for instance the Nigerian 2015 elections; Nigerians needed a change and we along with social media influencers, utilized the one tool that we could all use irrespective of class or social status to get it; the tool was social media.

The social channels rose up to bridge the communication gap. The social media platforms gave a voice to every Nigerian.

Today, Nigeria is governed by the APC party. A victory that was achieved to a very large extent by the active campaign of young Nigerians on twitter.


Brands move in on the Nigerian social media

Smart brands listen and monitor moods and changes in the social sphere of their target regions before launching their products or services.

Doing this, especially while utilizing local social managers who are in these regions and swim in the ever-changing tides of situations, ensures that the brand is communicating to the people through the channels they use, in the voice and language they understand, through the people they listen to.

An example of this is in the recent successful viral Millionaires campaign by Peak Milk starring comedian-come-musician Falz and actor Igwe Tupac in Nigeria via Instagram, Youtube and Facebook. This campaign was a huge success because the brand keyed into our desire and love for humour. The same can be said of the Etisalat ad campaign featuring funny actor, Francis Odega.

Let’s take it to twitter for a moment where a United States company successfully pulled off a social campaign in Nigeria.

The hashtag #thingsilongthroat trended for several days in Nigeria. No one knew that it was a campaign by Pepsi to promote the launch of the 60cl bottle and endorsement of female artiste Seyi Shay. This time, they used their Nigerian celebrity ambassadors Seyi Shay, Wizkid and Tiwa Savage (Nigerian musicians) to introduce the trend on twitter. Blogs and online news websites published articles of the hashtag trend and it went viral like wild fire.

These brands understood the importance of using humor to pass a message in the voice and language (Pidgin English and slangs) we understood, using the people we love (The comedians and musicians) through the channels we communicate (Facebook, Instagram, twitter, Youtube).