8 best and worst social media campaigns

6. Old Spice

It was in 2010 that Procter & Gamble, which bought Old Spice in 1990, was on a mission to transform its “old man” image into a funky marketing campaign. This commercial, featuring American actor and former NFL footballer Isaiah Mustafa (wearing nothing but a towel), even scooping up the Film grand prix at the Cannes Lions.

Mustafa (aka The Old Spice Man) posted a call for questions at @OldSpice. In the space of 48 hours, he featured in more than 180 new Old Spice videos – every one in response to a Tweet. Celebrities including Demi Moore, Christina Applegate and gossip blogger Perez Hilton got in on the act.

Old Spice almost brought down the internet in 2010 with its two-day social media campaign!

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