Ever catch yourself buying body spray because a guy on a horse told you to? Or questioning your morals after watching a razor commercial? If you’ve experienced this, congratulations! That is viral marketing, my friend!
But how did brands like Old Spice and Gillette manage to create such unforgettable campaigns? Let’s break down their strategies and see how they used humour, controversy, and emotion to go viral. Whether you’re a marketer or just curious, these insights can help you understand how some brands dominate the conversation.
What is Viral Marketing?
Before we dive into Old Spice and Gillette’s campaigns, let’s understand what viral marketing actually means.
- Viral marketing is a strategy that relies on audiences sharing the brand’s content organically.
- The content is usually funny, shocking, relatable, or thought-provoking—something that evokes a strong reaction.
- The goal? To create a “ripple effect” where people can’t help but talk about and share the campaign.
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Why is Viral Marketing Effective?
Viral campaigns have the power to:
- Reach massive audiences quickly.
- Create buzz and excitement around a brand.
- Build brand recognition and loyalty.
- Boost sales indirectly through increased awareness.
Now, let’s see how Old Spice and Gillette mastered this strategy.
Old Spice: Humor, Memes, and a Man on a Horse
The Campaign That Changed Everything
In 2010, Old Spice launched its legendary “The Man Your Man Could Smell Like” campaign. Featuring a charming, shirtless man on a horse (played by Isaiah Mustafa), the ad quickly became a sensation.
Why Was It So Successful?
- Hilarious & Relatable: The ad was funny and exaggerated in a way that made people laugh out loud.
- Shareable: The humor and absurdity made it incredibly easy to share on social media.
- Fast-Paced Visuals: The continuous, seamless shots kept viewers hooked. You couldn’t look away!
- Targeted Two Audiences: The ad spoke to both men and women—men who wanted to “smell like a man” and women who bought products for the men in their lives.
Results & Impact
- Over 50 million views on YouTube within the first few weeks.
- Massive increase in Old Spice’s social media following.
- Sales skyrocketed by 125% shortly after the campaign’s release.
Key Takeaways for Marketers
- Humour sells: People love to laugh, and they love sharing things that make them laugh.
- Create memorable characters: The “Old Spice Guy” became an icon, making the brand unforgettable.
- Engage multiple demographics: If you can appeal to more than one audience, your campaign has greater potential to go viral.
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Gillette: Selling Razors with a Side of Controversy
“The Best Men Can Be” Campaign
In 2019, Gillette took a bold step by addressing toxic masculinity in their “The Best Men Can Be” ad. The commercial challenged men to be better and tackled issues like bullying, sexism, and inappropriate behavior.
Why Was It Controversial?
- Challenging Social Norms: The ad wasn’t just about razors—it was about a social movement.
- Emotional Reaction: People had strong opinions, both positive and negative, which fueled the discussion.
- Provoked Debate: The controversy got people talking, debating, and sharing the ad widely.
Results & Impact
- The video garnered over 37 million views on YouTube.
- The ad sparked debates across social media, news outlets, and everyday conversations.
- Gillette’s brand awareness soared, proving that controversy can be a powerful marketing tool.
Key Takeaways for Marketers
- Don’t fear controversy: If done thoughtfully, addressing a divisive topic can boost brand visibility.
- Align with values: Modern consumers appreciate brands that take a stand.
- Create emotional connections: Ads that evoke strong emotions are more likely to be shared and remembered.
What Makes Viral Marketing So Effective?
Both Old Spice and Gillette demonstrate core principles of successful viral marketing:
1. Emotional Impact
- Whether through humour or controversy, successful campaigns tap into emotions.
2. Memorability
- Create something so unique or surprising that people can’t forget it.
3. Shareability
- Make your content easy and fun to share on social media platforms.
4. Strong Storytelling
- A good narrative helps people connect with the brand message.
5. Multi-Platform Engagement
- Use social media, YouTube, and other digital platforms to maximize reach.
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How to Create Your Own Viral Campaign
Want to apply these insights to your own brand? Here are a few tips:
- Know Your Audience
- Understand what makes your audience laugh, cry, or think deeply.
- Be Bold & Creative
- Don’t be afraid to take risks or try something unconventional.
- Focus on Authenticity
- People can sense inauthentic marketing. Keep it real.
- Leverage Trends
- Tap into current events, memes, or social issues to stay relevant.
- Encourage User Interaction
- Contests, hashtags, and challenges can boost engagement.
Viral marketing is like a sneaky party guest – it shows up, triggers emotions, gets everyone talking, and before you know it, you’re buying deodorant or debating razor ads.
Old Spice showed us the power of humour and absurdity. Gillette proved that taking a stand, even controversially, can spark conversations. Both brands turned clever campaigns into cultural moments.
So, the next time you’re planning a marketing campaign, ask yourself: Will this make people feel something? Will it make them want to share it?
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