Social Media Campaign - Old Spice

Old Spice was once just a normal men's deoderant you could find in a local Shoppers Drug Mart. There was never anything very special about Old Spice- people would buy it if they liked the smell and the advertisements were never really memorable.
WHAT WORKED: Recently, they introduced a new approach to reel people in from their current soaps and deoderants to Old Spice, when they introduced a new face of the product and a new way of advertising their product with commercials such as "Smell like a man, man" with the NFL wide receiver named Isaiah Mustafa standing shirtless and giving the product unrealistic but hilarious strength and power to men. People found the way the camera went from scene to scene with Old Spice unique and hilarious at the same time. The part of Old Spice being a Social Media Campaign is because while the commercials were being aired - they also opened up on Twitter, Facebook etc to have people respond to their videos and be able to ask questions. Millions of people all over the world would respond and post hilarious videos right back and those who had questions - Old Spice and Mustafa himself was able to answer all questions through video responses. Even Stars such as Demi Moore and Ellen Degeneres were able to answer and this got people so intriduged that their questions really got answered and brought in a whole array of people.

An example that I found is over social media where Old Spice answers a question to a user
To Iggip0p, who asks, “What is the manliness thing you've ever done?”
“Probably the time I sprinted the summit of Mount Fuji with both my ankles snared in bear traps. No. It was probably when I wheelied my motorcycle for 10,000 consecutive kilometres on my way to Mount Fuji. Nevermind. I'm pretty sure it was the night before that, when I ripped off the metal siding on my house and used it to forge that motorcycle with my bare hands. While I was asleep. That was probably it.”
Old Spice was able to bring users and bring sales up by creating that sense of humour with the sense of having questions personally answered. It gave people the sense that they personally were served by Old Spice and this sense of being targetted and answered by something as big as Old Spice or Mustafa makes someone feel empowerment and special in a way.
WHAT DIDN'T WORK : However, the downfall was that Old Spice had millions of people asking questions. Obviously not all questions could be answered by Mustafa himself, and obviously there must be a waiting period for some people to have their questions answered. Old Spice had to think about giving people that personal feeling but also being able to keep up with millions of people so entertained and intrigued by the campaign.