Hooray to Old Spice for creating a wildly successful social media campaign. For the last few weeks, they’ve been creating and posting YouTube videos in which “The Old Spice Guy”–a towel-clad, bare-chested fellow–responds to questions he’s been asked by fans via Twitter. In less than a week it chalked up 34 million views, making it the fastest-growing video campaign ever.
How did they do it? Well, prolifically–that’s for sure. Each video was produced in an average of seven minutes, meaning that most of them were done in one take.
Another thing worth mentioning is the power of being spoken to directly. Every video is a direct response to a real question put forth by a real person. And to have your question chosen over thousands of others to be answered publicly, on the world-wide web, no less? There’s definitely something to be said for that kind of attention. That, combined with Old Spice’s constant output of ads, truly put this campaign on the map.
Don’t believe the hype? See for yourself.