For several years Old Spice has seemed to do everything right when it comes to advertising. They’ve had a slew of highly recognizable, entertaining and popular marketing campaigns centering on commercials.

In fact, Old Spice has been on the tip of marketing guru’s tongues for several years.

Key Takeaways:

  1. Capture Emotions for Impact: Old Spice’s videos evoke strong emotions—humor, nostalgia, even discomfort—which boosts their shareability and viewer engagement.
  2. Audience Targeting with Precision: Initially appealing to women buyers, Old Spice later adapted to target men, broadening their appeal while keeping content relevant.
  3. Focus on Entertainment, Not Hard Sales: Old Spice’s viral success lies in entertaining viewers without pushing a hard sell, fostering a memorable and enjoyable brand experience.
  4. Craft a Clear Message: Effective viral videos, like Old Spice’s, communicate a single, powerful message that’s easily understood in seconds.
  5. Consistency and Experimentation: Building a viral brand presence involves experimenting with different themes, refining successful elements, and being consistent with creative output.

Most recently, beyond the traditional television commercial, Old Spice has opted to harness the incredible power of video marketing, through social media giant YouTube.

The latest viral hit to be released by Old Spice was known as “Mom Song,” which is an extremely funny, creepy and downright haunting homage to overbearing moms and their dysfunctional relationships with their sons.

The ad received over a million YouTube views in just three days, making it a huge hit in the world of viral marketing, and by the time it aired as an actual commercial during an NFL game, it already had a massive legion of fans.

Despite the success story that is Old Spice, many marketers, business owners and advertising professionals are wondering what sets apart a viral campaign from one that’s lackluster and fails to perform?

The First One is the Most Challenging

While there’s a lot at play behind the viral success of Old Spice, it’s important to remember they began their slew of popular ads in 2010, with an extremely successful ad, featuring a man on a horse, proclaiming he was indeed on a horse.

Audiences loved it, which made them anxious to find out what the company would come up with next, so Old Spice was able to pretty quickly build a following, and they haven’t disappointed since.

A Few Reasons Old Spice Videos Work

Old Spice is extremely smart and targeted with their videos. It may seem they’re just going for pure wackiness, or shock value, but that’s not the case.

Their initial viral videos were really focused on who was currently buying their products – women who were purchasing items for their sons, husbands, boyfriends, etc. They were really able to appeal to women with the sense that Old Spice is able to give a man all the qualities a woman is seeking.

They then did a little research and realized they were continuing to do well with this market, but their real untapped market was men and boys, thus the foray into the hilarious, yet surreal, which is what we’re seeing with Mom Song.

Ultimately, Old Spice is able to do something that’s difficult, which is creating video content that’s appealing from a consumers’ standpoint, while simultaneously being funny and entertaining—it’s like tuning into your favorite sitcom, so you forget you’re even being sold to for a moment.

Learning from Old Spice’s Success

You may not be an international corporation, but there are a lot of takeaways small businesses can incorporate into their marketing tactics that will increase their chances of going viral.

  • Strive to bring about some type of emotion, regardless of what it is. You can make people feel nostalgic, happy or make them cringe with discomfort, but any kind of evocation of emotion is a good thing in terms of viral marketing.
  • Viral marketing is not a time for the hard sell. Think about Old Spice – yes they’re advertising their products, but above all they’re entertaining. No hard sell video is going to go viral.
  • Create a concise, clear message. Try to craft one brief sentence that describes all you want to accomplish video. The shorter the better.

Much of the success behind viral videos relies on experimentation, and developing a following once you find a formula that works. Also, if you’re wondering whether or not viral videos have an impact on sales, the answer is overwhelmingly yes for Old Spice, and many other companies who’ve experienced similar success.

The Role of Humor in Viral Marketing

Humor is a powerful tool in viral marketing because it naturally grabs attention, makes content more memorable, and encourages sharing. In today’s crowded digital landscape, humor helps brands cut through the noise by offering a refreshing break from standard promotional messages. When done right, humor can resonate deeply with audiences, leading to higher engagement, brand affinity, and shareability.

  1. Emotional Connection and Relatability: Humor allows brands to connect with audiences on an emotional level, especially when it’s relatable or taps into shared experiences. When people find content funny, they’re more likely to form a positive association with the brand. This is evident in Old Spice’s humorous campaigns that take ordinary situations and present them with exaggerated, unexpected twists, creating memorable content that resonates with viewers.
  2. Increased Shareability: Funny content is among the most shared on social media. When people find something humorous, they naturally want to share it with friends, family, or colleagues to spread the joy. This shareability expands the reach of a brand’s message beyond its immediate audience, increasing the potential for viral success. Content that combines humor with universal themes often performs best, as it appeals to a wide range of viewers.
  3. Memorability and Brand Recall: Humor makes ads stick in the viewer’s mind. A well-crafted humorous campaign can make a brand memorable long after the content is viewed. People may remember a funny ad even if they’ve forgotten the specifics of the product or service. This brand recall often translates to consumer preference, as people tend to choose brands they remember fondly.
  4. Humanizing the Brand: Humor helps humanize brands, allowing them to connect with audiences on a more personal level. By showcasing a sense of humor, brands come across as approachable and relatable, rather than strictly business-focused. This human element fosters trust and loyalty, as consumers are more likely to engage with brands they feel aligned with on a personal level.
  5. Reinforcing Brand Personality: Humor should be aligned with a brand’s personality to ensure authenticity. Old Spice, for example, uses a quirky, slightly absurd sense of humor to appeal to younger audiences, reinforcing its bold and unconventional brand identity. A well-defined brand personality helps the humor resonate with the right audience and strengthens brand consistency across campaigns.
  6. Handling Risks Carefully: While humor can significantly benefit a brand, it also comes with risks. Poorly executed or misunderstood humor can backfire, potentially harming the brand’s reputation. It’s essential to ensure that humor is respectful and appropriate for the target audience, avoiding sensitive or controversial topics that may alienate or offend.

Types of Humor in Viral Marketing

Different types of humor can be used in viral marketing, each bringing its own appeal. Here are some popular approaches:

  1. Situational Humor: This type of humor is based on everyday scenarios but adds an unexpected twist. It resonates because it reflects real-life situations with a touch of exaggeration, making it relatable and memorable.
  2. Absurd or Surreal Humor: Absurd humor, like the kind used by brands like Old Spice and Skittles, taps into the unexpected, often exaggerating situations to ridiculous extremes. This can be particularly effective in capturing attention because of its novelty and unpredictability.
  3. Satirical or Parody-Based Humor: Parody humor involves mimicking popular culture, societal trends, or other brands in a lighthearted way. When brands use satire, they can align themselves with trends while subtly conveying their message.
  4. Self-Deprecating Humor: By laughing at themselves, brands show humility and authenticity. Self-deprecating humor works well for brands looking to create a more relatable, down-to-earth image.

The Psychology Behind Humor in Marketing

Humor works on a psychological level that can drive consumer behavior:

  1. Releases Dopamine: Laughter and humor trigger dopamine release, which leads to positive feelings and emotional bonds. This makes viewers more likely to remember the brand positively and share the content.
  2. Creates Emotional Anchoring: Humor creates a strong emotional response, which improves recall. People are more likely to remember an ad that made them laugh than a straightforward or overly promotional message.
  3. Builds Trust: Humor, especially when authentic, can build trust with the audience. A brand that can make its audience laugh comes across as approachable and relatable.
  4. Triggers Social Sharing: Humor gives people a reason to share content, as it aligns with their desire to spread joy or relate to others. This boosts reach, engagement, and overall visibility for the brand.

The Psychology Behind Humor in Marketing

Humor works on a psychological level that can drive consumer behavior:

  • Releases Dopamine: Laughter and humor trigger dopamine release, which leads to positive feelings and emotional bonds. This makes viewers more likely to remember the brand positively and share the content.
  • Creates Emotional Anchoring: Humor creates a strong emotional response, which improves recall. People are more likely to remember an ad that made them laugh than a straightforward or overly promotional message.
  • Builds Trust: Humor, especially when authentic, can build trust with the audience. A brand that can make its audience laugh comes across as approachable and relatable.
  • Triggers Social Sharing: Humor gives people a reason to share content, as it aligns with their desire to spread joy or relate to others. This boosts reach, engagement, and overall visibility for the brand.

Conclusion

Old Spice’s success in viral video marketing demonstrates the power of humor, audience insight, and emotional resonance.

By focusing on entertainment and building relatable narratives, Old Spice has set itself apart from competitors and shown how effective marketing doesn’t always need a hard sell. Brands, regardless of size, can learn from Old Spice by experimenting with different emotional appeals, clear messaging, and consistent engagement.

Viral content isn’t guaranteed, but strategic creativity and a deep understanding of the audience can greatly increase the chances of success, boosting both brand visibility and consumer loyalty.

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