Branding Reason

Old Spice’s Secret to Going Viral

After the huge success of Old Spice’s first campaign featuring Isaiah Mustafa, nabbing 24 million views on YouTube, the brand wanted it’s next commercial to garner similar attention and viral buzz. They created a strategy to release Mustafa’s next commercial solely to one super fan, whose responsibility it would be distribute the video to the masses. That exclusivity factor is the secret weapon.

Old Spice not only withheld content its audience wanted, they told their audience they were doing it, baiting them to find it.  This is what inspired the viral nature.  In the age of social sharing, there is a natural desire to scoop a story first and receive the comments and likes for sharing it.  Thus, once someone finds this elusive video, it is only natural for them to share it on their social networks.  

But could this work for you? First, the subject of your viral video has to be known and successful.  This method of going viral only worked because the audience knew of Isaiah Mustafa and liked his previous commercials.  Second, Old Spice chose a “super fan” that was well connected.  Part of the requirements for choosing their winner was the he/she was a proven source of viral content.  For a small or medium business this is essential.  Old Spice could have given this video to anyone and as long as they sent it off to a major blog it would have gone viral, just because it’s Old Spice.  Smaller businesses don’t have this automatic luxury.  Your video has to be substantially entertaining or creative for a major blog to redistribute it if you are a small business.  Finally, users have to want to identify with the video.  Isaiah is in essence a sex symbol and a comedic character, both traits people feel positively associated with.  If your video is dull, annoying, offensive, or any number of other negative traits, there is a much lower chance of it being shared.