What do you do when your brand is already well known, your company has been around for more than 70 years and you don’t need to convince consumers that your products work? You simply create a little buzz by doing something creative and funny to get people talking about your brand again and buying too. Because ladies, you want your man to smell like the Old Spice man, right?
Bringing in a fresh, young face to represent this old brand helped Old Spice reach a huge audience–this YouTube video has been viewed nearly 5 million times. There’s even a behind-the-scenes video on the taping of this commercial, which itself received more than 700,000 views. In an integrated marketing effort, the same theme and voice are used across their website and social sites.
On Facebook, they do a great job of engaging their approximately 1. 3 millions fans. Whether it be giveaways, “call to action” posts about where to buy Old Spice products or just plain silly posts to entertain, they have perfected audience engagement.
Takeaway: If it ain’t broke, don’t fix it. Re-energize your brand with a fresh face or message and engage your audience with entertaining content and a call to action.