Old Spice: “The Man Your Man Could Smell Like”

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Viral marketing campaign examples
Let’s look at some of the most popular viral marketing campaigns and what small businesses can learn from each:


Old Spice needed to redefine its brand image and appeal to a new demographic, women, who often purchase men’s hygiene products. They created humorous, over-the-top ads featuring “The Old Spice Man,” addressing women directly.

This campaign went viral due to its humorous, unexpected approach and direct engagement austria rcs data with a new demographic, demonstrating the effectiveness of humor and direct engagement in viral marketing.



Insights for small businesses and startups:
Identifying and addressing your actual buyer, even if indirectly related to the end user, can enhance the campaign’s impact.
Humor and creativity stand out and can significantly increase brand recall and recognition.
Popeyes Chicken Sandwich
Popeyes aimed to advertise its new chicken sandwich in 2019 in a market dominated by competitors like Chick-fil-A. It cleverly engaged in online discussions and humorous debates comparing its sandwich to others. This smart utilization of user-generated content and online buzz allowed Popeyes to become a major contender in the fast-food industry. It became viral because it tapped into existing debates with humor and engaged directly with consumers, creating anticipation and scarcity around the product.