Old Spice + Imgur = Gold

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.

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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.

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Where is social media going?

Now that it’s nearing the end of 2014, I’ve summarized my thoughts below:

  • People are spending more and more time connected. This is no longer a space that is an add-on for brands, it deserves attention, expertise, and resources. The brands who don’t realize this will be left behind and miss out on earned reach social media brings.
  • Many core platforms have become “pay-to-play” platforms focusing on reach rather than organic engagement. Facebook is now essentially an ad platform – content does not perform (and only reaches about 2% of an audience) without a paid boost. To be on the platform, you must have a budget.
  • The social space is becoming crowded and each platform now has a unique role for consumers. Repurposing the same content across various platform no longer works.
  • Consumers will have more power to control a product/brand in the future. They have opinions, they hijack campaigns, and they aren’t afraid to tell brans what they want. If you’re not listening to your consumers via social media, you better start now.
  • Content is influencing SEO more than ever before, and social media platforms provide more places to publish branded content.
  • The “internet of things” is something to think about when thinking about products and marketing campaigns. People are connected in a variety of ways, with a variety of devices – how to we touch our target consumer in all of these digital touchpoints?
  • Social Analytics can be used to make solid business predictions. We use social conversation data (volume, content) to make decisions on things like timing of campaign launches, or the next product innovations we can explore.