Comments on: Powerful Viral Video from Old Spice

By: Risky Email Marketing Paid Off - Online Marketing Daily

Risky Email Marketing Paid Off - Online Marketing Daily — Tue, 09 Nov 2010 21:12:20 +0000

[...] Spice made its brand relevant to a new generation of consumers through a bold multi-channel viral video marketing campaign. “Bold” is nearly synonymous with “risky,” and the jaw dropping rate at which this [...]

By: Marketingsherpa Blog : » Risky Email Marketing Paid Off

Marketingsherpa Blog : » Risky Email Marketing Paid Off — Tue, 09 Nov 2010 17:38:11 +0000

By: Maria Ross

Maria Ross — Thu, 29 Jul 2010 01:21:39 +0000

I went gaga for this viral effort, and not just because it was so cool – but because Old Spice successfully has evolved their brand to speak to a whole new generation of people. They have performed the elusive magic trick of making an old brand relevant to a new generation. Knowing what makes your brand tick, why it offers value and who your target audience REALLY is deep down in their soul (and consistently communicating that message through everything that you do) is how you build a successful brand – or rebrand successfully. My new book, Branding Basics for Small Business, talks start-ups, small businesses and entrepreneurs through a simple 10-step process to start answering those tough questions – BEFORE they spend a dime on a viral marketing campaign or other endeavor. Old Spice did their homework, built a groundswell and stayed the course for their new brand strategy – and that’s why it’s working. They didn’t just throw something out there on a whim. So many businesses are looking at what they did with envy, but I hope their reaction is not to go shake down their own agency and say, “Do that for us. NOW!” They need to figure out the messages, differentiators and benefits for their own brand and how it connects to their own target audience. Then they can figure out which tactics to employ and which levers to pull to get a great return on their investment and efforts. Kudos to Old Spice!

By: old spice revisited – viral, but not social? — cafedave.net

old spice revisited – viral, but not social? — cafedave.net — Sun, 18 Jul 2010 13:40:30 +0000

[...] the campaign would be a mammoth effort. There’s a fast company interview, mashable stats, marketing sherpa’s take on things, snarkmarket’s take and then you could just start searching twitter and blogs for [...]