Old Spice – The Sweet Smell of Social Media Success

I remember Old Spice aftershave in the late 70’s. It conjures up images of the Cutty Sark rolling around on foamy waves and a mustachioed middle-aged swinger, with shirt unbuttoned and gold medallion peaking out from under tufts of chest hair, liberally splashing on the scent.

This month, that old brand – Old Spice – changed social media marketing history forever. It achieved 5.9 million YouTube views of its 180 brief commercials. And when I say brief, not only are they all under 60 seconds, but they were all shot within 48 hours… all 180 of them.

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