Old Spice achieved viral status last week when their 'Old Spice Guy' videos featuring actor Isaiah Mustafa became a YouTube sensation. The videos were short, funny responses to Twitter followers, and were produced non-stop over a couple of days.
I can't say for sure, but I'm assuming the goal of this online video campaign was simply to increase brand awareness and generate a little buzz. That's because many companies are still feeling out those non-traditional styles of promotions from a financial return standpoint.
But Old Spice is one company that does know the financial value of a successful online video campaign, with the reports that sales of Old Spice Body Wash increased by 107% over the last month. And when your sales more than double, it's safe to say that there is value in video campaigns if it's done right.
