MUSCLES. SMELLS. LASERS. COUPONS. GIFS.
I recently found a report that claimed that there are over 3 billion active social media users around the world. That’s a scary number considering that the Earth’s population is estimated to be 7.5 billion people. The average twitter user follows 208 accounts, most of that will be close and distance friends, people you know, your favourite football team or popstar and Piers Morgan. However, only a few amounts of businesses i.e. marketing agencies, law firms, companies selling a product. If the average twitter user only follows a few businesses, how do brands reach out to consumers to gain their loyalty and attention? Pushing out informative, serious content is all good and well if that is an interest to the follower, but how do you cover the middle ground and reach people that aren’t necessarily interested in what you’re offering on social media?
You might have seen this advert on the tele or popped up on your twitter feed, Old Spice’s campaign “Smell like a man, man”. The campaign actually targets female viewers, despite the product’s target market being male, as the company determined that women frequently make purchasing decisions in respect of hygiene products even for male household members.
The campaign stars Isaiah Mustafa (Old Spice refers to him as “Old Spice Man”) addressing the viewer in confident, rapid-fire monologues which promote the benefit of using Old Spice products. While reciting the script, Mustafa progresses through various activities, locations, costumes, and extraordinary situations, all in one uninterrupted take while maintaining constant eye-contact with the camera. There is a fine balance between being fun and informative, this advert is just right.
Old Spice is known for their funny — and often ridiculous — marketing content. And what better place to let their freak flag fly than on social media? Just take a look at their “About” descriptions on Twitter, as well as a few of the silly posts to Twitter and Facebook below. (My favourite might be their use of a squid called Kraken to introduce their new body wash “Krakengard”.)
“Don’t use social media to impress people, use it to impact people.”
Written by James Axon
Junior Account Executive at Trident
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