YouTube is now the second largest search engine on the net and with Google, the number one search engine, now indexing YouTube and Twitter feeds, these services should be at the top of any Social Media or Search Engine Optimization strategy. Combine these efforts with a viral campaign that also engages and interacts directly with consumers and you have the brilliance that is Old Spice.
Old Spice has harnessed the power of their newest icon (the rugged man on a horse, Isaiah Mustafa) to produce what seems like an endless series of web videos, published on YouTube, responding to customer, celebrity and blogger questions tweeted to the brand on Twitter. There are so many things right about this scenario. First, by holding this promotion on Twitter, Old Spice is attracting new fans and followers to its social media profiles. Second, Old Spice is strengthening its relationship with its customers leading to long term brand loyalty. Isaiah is a huge sensation right now with both male and female viewers. Allowing users to interact with the man is a big win for the brand. Finally, and most importantly for my small business owner audience, this effort is extremely cheap! Not only is YouTube great for SEO, but it's also completely free. You can publish all of your commercial and promotional videos to the site at no cost and have them seen by millions thanks to Google's superior indexing. Thus Old Spice could produce a day's worth of :60 spots, most likely with a lower production cost since they are web only, and deliver them directly to fans in real-time.
To take a look at Old Spice's YouTube channel and get some ideas for your next campaign, click here.
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