Monday, February 14, 2011

When A Social Media Campaign is * SUCCESSFUL *

An example of a successful campaign is the
Old Spice "The man you could smell like" campaign.

"Major blogs and websites talked about the campaign as well, which made the campaign even more viral and successful. Even tough cynics at Reddit are even calling it “the greatest ad campaign in Internet history.”"-http://blog.thoughtpick.com/2010/07/

These campaigns are funny and creative, yet, are simple enough for audiences to understand. The commercials are very popular with Youtube; the original commercial has more than 13 million views.  The old spice  wraps several key components into one catchy campaign, thus making it successful. The commercials contain  'appropreiate' sex appeal (which is proven to sell), creativity- that gained huge brand recognition, and they knew their target audience (men).
This campaign worked because it grabbed the attentions of millions and got people talking about it. they were smart to air it during super bowl ads. This approach is very expensive, but it got the attention of a mass audience (conveniently also being their target audience).

Another campaign that I think worked is the Dove Evolution Campaign: http://www.youtube.com/watch?v=omBfg3UwkYM
I think it was successful because it was honest. Women appreciate the notion of a product that is focused on the consumer. Women are highly influenced by the images they see in magazines and billboards, but what they don't know is that most likely they have been altered.  I've actually taken a graphic design course and I have the capabilities to distort images. I think it was a great campaign and it generated a lot of viral buzz. Besides generating a new approach to marketing, it definitely boosted Dove's image and brand.
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2 comments:

  1. Lainey February 15, 2011 at 1:56 PM

    I agree with the success of the Dove beauty campaign. It is a refreshing view on REAL beauty for women. In today's world, so much emphasis is placed on looking "perfect"...Dove took the opposite approach by showing off more realistic views on body image, beauty, weight, age, etc. I think this campaign was successful because its so different from what we see everyday. AI believe the campaign found an entirely new target market of women for Dove.

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  2. Will StuartFebruary 20, 2011 at 4:58 PM

    I think it's really interesting that having a funny commercial got them so much coverage. I wonder if they had that intent when they made it, or if it's popularity was a fortunate accident. Either way, the commercial is very good. The guy is talking directly to ladies, but men are the ones seeing it and thinking "if this is what women want me to smell like, maybe I should get some."

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