So, what else made the video so successful?
• The initial video was entertaining, appealing to the audience.
• It used social networking and links with other channels (Twitter, Facebook etc.)
to encourage interaction and engagement.
• The videos were short, simple and consistent.
• The follow-up videos created trust in the viewers. They gave people direct contact
with the brand and showed that they were listening to viewers – even in a playful
sense.
• The videos were personalised and by responding directly to certain consumers,
they created demand from others to get a response from the Old Spice Man.
• While the original campaign had a short–lived duration, with the response videos
being released over a two day period, the impact for the Old Spice brand contin-
ues to live on, with Old Spice featuring Mustafa in a video uploaded in March 2011.