How a viral campaing is created?

The Old Spice Manly Man is a great example of viral engagement marketing.

What I really like, is how fast it went viral.

In a matter of days it became a massive program with deep impact into their target market.

Also was an interesting way that they did two-way relationship building,

even though it was an anonymous relationship.

Using Facebook and Twitter, they had people send in questions for

the Manly Man, and then they shot late night responses on video and ran them the next day.

So you could actually give them a question and they respond,

even though they didn't know exactly who you were.

The other thing I like about this program is, it was multi-media.

It used every level in the social pyramid to impact their target market.

THE OBJECTIVE

What happened was Old Spice came out with a new line of body washes and they found it they went to males they would likely ignore the product.So instead they went to females with boyfriends and husbands that they want to smell good. Essentially their target market was to women and that became the base forthe Old Spice Manly Man program.

And so what they did is they started with the Manly Man commercial.Now it's important to understand the first thing they did is they release it on YouTube and Vimeo. They didn't put it on TV. Instead they let it start going viral and then they went and put it on television. And really because it has all the characteristics of being an awesome concept, it was something that was really relevant and it was very, very unique in its time and, as a result, it went viral.

YOU CAN FIND THE VIDEO IN YOUTUBE LIKE:

Old Spice | The Man Your Man Could Smell Like

(If you miss the video)

Hello ladies.

Look at your man.

Now back to me.

Now back at your man.

Now back to me.

Sadly, he isn't me.

But if he stopped using lady scented body wash and switched to Old Spice,

he could smell like he's me.

Look down, back up.

Where are you?

You're on a boat with the man your man could smell like.

What's in your hand?

Back at me, I have it.

It's an oyster with two tickets to that thing you love.

Look again, the tickets are now diamonds.

Anything is possible when your man smells like Old Spice and not a Ladies,

I'm on a horse.

The interesting thing is, while they did talk about the scent of the product, notice they didn't try to sell the product.They sold the experience, and they sold to women, and made it a lot of fun to watch. And one of the things you see, in this example, is that he didn't give you a lot of information about the product but it was the experience which was the thing and having engagement.

THE RESULT

By July of 2010, the Old Spice guy was a cultural phenomenon. On the heels of this overwhelming success, a encore performance was a no brainer.But Old Spice wanted something more engaging. How could the man your man could smell like have a conversation with his fans on a more intimate, personal level?

And so the response campaign was born.In two and a half days, a team of creative digital strategists, developers, and producers filmed 186 video responses to fans and celebrities.Polled from questions on Twitter, Facebook, Reddit, and more.These personalized real-time messages were then posted on YouTube, but the campaign also extended to Twitter, oldspice.com, and Facebook.Sparking a sensation that would become the fastest growing and most popular interactive campaign in history.

On day one, the campaign received 5.9 million YouTube views, more than Obama's victory speech after 24 hours.

On day 2, Old Spice had 8 out of the top 11 most popular videos on the web.

By day 3, the campaign eclipsed 20 million views.

And 1 week post-launch, the work had been seen more than 40 million times.

During this time, the brand's Twitter following increased 2700%.

Facebook fan interaction went up 800%.

Traffic to Oldspice.com increased 300% and Old Spice became the number 1 all-time most viewed branded channel on YouTube with 65 million campaign views.

Best of all the work helped to double sales Old Spice body wash cementing Old Spice as the number one brand of body wash for men.

So guys if you want something to go viral, make it very visual, and make it easy for me to tell others like myself About it.And that way you encourage it to go viral.So why, one of the reasons they release it on YouTube and Vimeo first, was allow the viral to happen.

And it certainly happened here.

SO WHAT DOES IT MEANS FOR YOU?

First off, think about being awesome. If you want something to go viral, it's gotta be visual, it's gotta be relevant, but more importantly it's gotta be fun.

And fun and making it engaging is really the central part of an engagement strategy.Multimedia across the entire social pyramid was the key thing here and it's something you ought to think about for everything that you're doing trying to reach a market and social.One of things though that is a problem is that it's difficult to replicate viral.

In other words while the Manly Man, or

the man you want your man to smell like character is still around,it's not as effective now as it was at the beginning, why?

Because awesomeness happens once. And then afterwards it's,while it's still interesting, it doesn't become awesome again. So it does show you that there is a limit to how you can do this.

But the key is if you constantly are putting out great contents, you can keep an audience very,very motivated over time.It won't have the initial viral yet.But the relationship will be maintained as long as you keep giving them highly relevant and interesting sorts of media and content.

So finally thing is that there's selling without selling.

If you watch this case example, they aren't really selling you the product they sell the experience.They sell you the fun and that position is a product in your mind.And so if you look at a lot of engagement marketing, it really is product positioning so that you will be ready to sell to them when they are ready to buy.And so that's really a key construct of most of these great programs is we're actually giving people information and experiences.

Not trying to sell them products and services.

Try to sell them and the community will leave, help the community along and they'll stay with you for the long term.

Don't sell, help the community, do what the community wants to do.

Ladies and gentleman my name is Alberto but you can call me Chicho, i hope you enjoyed this article , if you have an experience you want to share with us or any question feel free to tell or ask me, i work as a social media manager and marketing strategy.

Here is my email for more details, advices, tips or questions : joosesanches@gmail