Lessons From Old Spice

After spending part of last week engrossed in Old Spice’s tremendously successful social media campaign, I took a step back to think about the specific elements that contributed to the campaign’s popularity. In case you missed it, the viral crusade consisted of Old Spice’s “Man Your Man Could Smell Like” character telling the world that for the next few days he would be responding to Twitter, Facebook, and YouTube comments, and then doing just that. After crafting over 180 humorous video responses to celebrities and normal people alike, the campaign ended , but the buzz had just begun.  Why was Old Spice able to garner so much popular attention? These were the first things that popped into my head:

1. Old Spice’s spokesman, while a bit over the top, is legitimately likeable and funny.
2. The administrators kept track of comments from followers and fans, and quickly responded with personalized video content.
3. The Old Spice brand itself wasn’t pushed incessantly. The presence of a person associated with the brand was enough to create awareness without being pushy.
4. The Old Spice character quickly engaged common users and celebrities alike.

Sadly, not everyone has an already likeable mascot, nor do they have the resources to make so many video responses in such a short time. So how can small businesses learn from Old Spice?

1. Even if you don’t have a likeable mascot, your tweets, blogs, and general content should be presented in the most friendly, engaging, and likeable manner possible.
2. Quick responses are key. Respond to people who comment on your site in a timely fashion, and reach out to people or companies who inspire you
3. Don’t make everything about your company or your product. Instead, provide valuable, helpful information you have learned while working in your field.  After all, you’re the expert.