Old Spice always impresses me in their advertising and marketing, especially digital since that’s what I work in (Holler, W+K).
Recently it came to my attention that they were one of the brands that has decided to jump on Imgur as a new platform. Makes sense, as the target audiences match up (male millennials). I was blown away not only by the execution, but by the Imgur fanbase response.
Imgurians (yes, that’s a thing) are very well known as a pretty cynical, critical audience that will eject you from the community with harsh comments and downvotes, so the fact that they had love for the brand’s recent sponsored post, is truly awesome, and a serious nod to the fact that the Old Spice team is being super smart about the role the platform plays for them.
They truly know their audience, know the platform, and that is why they will be successful here. Now go stare at this post for some more time; its pretty damn great.