Last week, men's hygiene brand Old Spice unleashed a barrage of over 180 videos through its YouTube channel, during which the brand's mascot The Old Spice guy answered questions from users submitted through various social networks, including Twitter, Facebook, and YouTube itself.
The campaign - created by agency Wieden + Kennedy - ran for just three days, with the first videos published on Monday, and the final message posted Wednesday evening. In just seven days since it launched, it's achieved the following:
By Monday morning that number had more than doubled to 94,000 followers, and the account was featured on over 2,300 Twitter lists.
The campaign has also been making use of Facebook, encouraging users to pose questions, and posting the video responses on its official Facebook page. Some of those videos have already recorded upwards of 2,000 "likes," and the brand page itself has amassed over 630,000 likes.
According to Wieden + Kennedy, the campaign was created using a team of around 35 people working 12 hours a day for its three day duration.
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Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
March 19, 2014