Though examples of global campaigns being “localized” are plenty, none in recent memory have gone as viral in India as the Old Spice Mantastic campaign. Creating another version of ‘The Man Your Man Could Smell Like’ was a lofty aim to begin with, given that Isaiah Mustafa’s portrayal has gone down in history as a near-perfect viral video case study. The personalisation, engagement, influencer identification, concept, script, humour, Isaiah – almost every aspect has been raved about. Not to mention our recent analysis of conversations around Old Spice showed that it was still being talked about, a whole three years post its launch! The Indian campaign starring Milind Soman garnered significant attention too, with millions of people watching the videos. But it really makes one wonder – views aside, how many people are actually talking about the campaign? What did they think? Would they still share it a week, month, or a year down the line? With the last Mantastic ad releasing in the beginning of November, we tracked social media buzz around the campaign right through the month, to see how things play out. Take a look.

1. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF
‘MANTASTIC’
WHAT SOCIAL MEDIA
REALLY THINKS OF
‘MANTASTIC’

2. CONVERSATIONS PICKED UP QUICK
AROUND MANTASTIC
MANTASTIC: The campaign went live early October and instantly
gained popularity on social media. It was one of the top 4 most talked
about Old Spice campaigns.
Note: Data consists of global mentions referencing Old Spice.
All data was obtained using webfluenz systems.
www.webfluenz.com
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3. TOP OLD SPICE COMMERCIALS ON
SOCIAL MEDIA
Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.
www.webfluenz.com
3

4. Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.
www.webfluenz.com
4

5. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF
‘MANTASTIC’
Study conducted between November 1st to 30th 2013
Globally 3rd most Popular of all OLD SPICE Commercials
Creating another version of ‘The Man
Your Man Could Smell Like’ was a
lofty aim to begin with, given that
Isaiah Mustafa’s portrayal has gone
down in history as a near-perfect viral
video case study.
The Indian campaign starring Milind Soman garnered significant attention
too, with millions of people watching the videos.
Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.
www.webfluenz.com
5

6. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF
‘MANTASTIC’
Study conducted between November 1st to 30th 2013
The Mantastic Ads on
Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.
www.webfluenz.com
6

7. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF
‘MANTASTIC’
Study conducted between November 1st to 30th 2013
Volume & Sentiment on social media in November
Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.
www.webfluenz.com

8. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF
‘MANTASTIC’
Study conducted between November 1st to 30th 2013
Conversations around Milind Soman
Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.
www.webfluenz.com
7

9. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF
‘MANTASTIC’
Study conducted between November 1st to 30th 2013
Conversations around Engagement Activities
Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.
www.webfluenz.com
8

10. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF
‘MANTASTIC’
Study conducted between November 1st to 30th 2013
Conversations around the Humour & Concept
Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.
www.webfluenz.com
9

11. OLD SPICE INDIA: SOCIAL MEDIA ANALYSIS OF
‘MANTASTIC’
Study conducted between November 1st to 30th 2013
Engagement on Official Handles
Note: Data consists of global mentions referencing Old Spice commercials only.
All data was obtained using webfluenz systems.
www.webfluenz.com
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12. WHAT HAVE WE LEARNT?
The Weiden+Kennedy team deserves credit for a great campaign, with the pizzazz to go viral instantly.
But, unfortunately, the fact that social media isn’t talking about it a few weeks down the line indicates
that it doesn’t match up to it’s legendary predecessor. But we sure can learn from it!
Based on the above analysis, here are a few things to keep in mind when you’re planning your own viral
campaign –
•Have a solid consumer engagement plan – it is essential for establishing brand recall. Creating
‘awareness’ is not enough, to be remembered, a campaign needs to compel people to talk about it.
•Integrate your online and offline marketing, for the simple reason that they always affect one another.
You can easily use this fact to your advantage – don’t miss out.
•Humour is highly subjective, so think through the content thoroughly before implementation.
•While advantages of paid promotions are undeniable, you don’t want to get on social media’s bad side.
Space out your promotions and updates over time – too much of anything is never good.
•Pick your brand ambassador with care; be conscious of the advantages and disadvantages of picking
him / her.
•Have a plan on how to handle criticism and exemplify finer traits.
Note: All data was obtained using webfluenz systems.
www.webfluenz.com
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