Old Spice ran an ad campaign for a while that was referred to as "The Man Your Man Could Smell Like." This featured a man named Mustafa was the lead character and he was suppose to represent the epitome of what a man was. The ploy was that if you wanted to attract the ladies and be a true man then you should use the same body wash as him. This campaign received great reviews and therefore Old Spice was in a dilemma on how to follow this up since many follow up campaigns do not receive good reviews and are not embraced well.
The company decided to hire Fabio to play a role as the person that wanted to take the throne from Mustafa as a man's man and the one that people looked up to. They developed a story line and shot a lot of video that followed a plot so that viewers could keep up with what was going on. They took comments from viewers from Twitter, Facebook, and other social media to help in the development of the shoot so that they could incorporate aspects that fans and buyers would want to see.
These commercials were released on YouTube and TV July 20th of this year and have seem to had great success. There have been over 22 million views on YouTube and 68,000 new followers on Facebook. It was stated that sales did increase but they would not release specific numbers. This was a great example of a company keeping in mind that viewers do not want to see the same exact ad campaign. They listened to feedback from viewers through various social media channels to help them develop their new campaign and it has paid off for Old Spice.
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