Did you know that before Old Spice’s “The Man Your Man Could Smell Like” campaign, the Red Zone brand was relatively unknown and unpopular? The wildly successful viral video campaign brought life to the brand and its products. You’ve probably seen it before but here it is again…
So what made this viral video campaign such a success? I’ve broken my findings into three main points:
Most if not every viral video starts with a great idea. Sometimes they can be costly, like in the making of this ad, but if it is done right, the benefits are definitely worth the time, money and effort.
2. The Follow Up
Don’t just stop at one 30 second spot. Integrate the campaign through all your media outlets including your website, social media accounts, print ads and more. Old Spice really hit a home run here with its continuation of the commercials featuring Isaiah Mustafa and the continued involvement of this main character. For example, check out the below clip of Isaiah responding to one of his twitter fan-mails!
3. Sensory Appeal
Visual and auditory stimulation is essential in today’s age of media. Seeing something wildly entertaining is what makes consumers double-take and pause what they are doing for a few seconds to watch and listen. See one of my previous posts for more on Entertainment in Advertising.
Think about some other viral video campaigns you’ve seen (Kony 2012, Doritos: Crash the Superbowl…etc). What else do they have in common that generally leads to successful viral campaigns?
As always, SUBSCRIBE and comment to stay current with The Market Rebel.