5 best practices for social media commercials
You can’t swing a cat these days without hitting someone talking about the Old Spice commercials featuring the dashing, shirtless former NFL wide receiver, Isiah Mustafa. The commercial, “The Man Your Man Could Smell Like,” has been viewed on YouTube 15,535,845 times. It proves the viewership potential for advertisers with social media and, most important, shows Old Spice’s connectedness and relevance to its target audience.
It also reminds me of the social media campaign for Blendtec blenders, featuring the cloaked CEO and everyman, Tom Dickson. The commercials, “iPhone” and “iPad,” have been viewed roughly 8,000,000 times each. Blendtec achieved a 500-to-1 ROI from this effort.
Developed so consumers watch and like so much they put on social networks for others to watch, these social media commercials are generating reach that rivals paid mass media. You might think, based on this criteria, it’s better quality reach too. If for some reason you’ve been living under a digital rock, you can view them at the bottom of this blog.
I don’t want to suggest rules or a formula to great creative but I can’t help but notice some similarities between these two campaigns. Here are 5 best practices of social media commercials:
- REINVENT THE RULES: Both begin as “talking head” commercials, the oldest and most basic commercial form, but then take this “tried and true” approach and turn it into something you’ve never seen before.
- LIVE COMFORTABLY OUTSIDE YOUR COMFORT ZONE: Both presenters seem right at home and willing to take risks in situations that would cause much embarrassment to most of us.
- GIVE A NOD TO TECHNOLOGY: Early Blendec commercials blended broom handles and golf balls. But, when they started blending iPhone and iPads, viewership took off to the mega-millions. For Old Spice, references to social networks and Tweets from Alyssa Milano have helped the interest and pass-along value spiral upward and upward.
- CREATE LEGS TO THE IDEA, IMMEDIATELY: Both benefit from multiple executions right off the bat making us appreciate the breath and commitment to the idea and looking forward to what comes next.
- ENTERTAIN AS YOU SELL: When consumers choose to look for you instead of you chasing them, there’s a new value exchange.
I don’t know about you but I look forward to many more social media commercials. I would think advertisers would too. Do you see similarities between these efforts? Can you think of other best practices?
This is a fantastic post about marketing. I’m a student just trying to learn more about this business and I really enjoyed reading your post. Keep up the great job!
Thanks Michelle. Glad it was helpful. Rob
Hi Mark,
Funny, I was just reading a related post this morning.
The only other best practice I’d add, is that while technology/media changes, the best creative, like the best marketing, starts with a great IDEA.
In my view, creating a viral video is still easier said than done, requiring a great idea, high production values, and a very carefully engineered campaign of distribution of content to influencers…
on that note, here are some related links that you may find interesting
http://businessesgrow.com/2010/05/21/hilarious-video-serious-marketing-lessons/
http://www.fastcompany.com/magazine/145/repeat-offenders.html?#
Fascinating blog topic. well done!
Rhonda
Rhonda, Agree with your view that all campaigns have to first be grounded with a great idea and thanks very much for the other posts which were very helpful. Nice to hear from you. Rob
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