Creating a Viral Campaign

It should have been impossible.

Old Spice was a tired brand that only Grandpas wore. It was staid and lame and well, it seemed like the world had moved on.

But ad agency Wieden & Kennedy went and produced “The Man Your Man Could Smell Like” ads staring former NFL wide receiver Isaiah Mustafa that made the product finally relevant to a young audience. The ads’ irreverence and humour went not only viral, but views of the video topped those of Barack Obama’s presidential victory speech and Susan Boyle’s performances.


It just goes to show that you’ve got to be tapped in to your target market. Wieden & Kennedy smartly advertised to women even though they were trying to sell a men’s product, figuring that women often buy bath products for their boyfriends and husbands.

At BAM, we spend a great deal of time honing in on our clients’ products and figuring out who’s likely to buy them. We look at not just their ages and locations, but their interests and buying habits. We also tap into the way people think and what excites them. We want to create successful campaigns that get people texting their friends and forwarding links about upcoming communities/opportunities! Going viral is always an amazing success.

2 Comments (+add yours?)

  1. Kerry Neal
    Feb 28, 2011 @ 04:45:58

    So…John are you smelling like a ‘Man’ Man ?


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