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According to Aimia, Millennials today are 44% more likely to promote a product on social media if they are rewarded. To capitalize on this trend, Old Spice launched the Dream Runner social media marketing campaign in April 2016. Since it was founded in 1934, Old Spice’s ability to consistently engage its target demographic (i.e. young men) through savvy marketing campaigns has helped the brand become a mainstay in the men’s personal care industry. The Dream Runner campaign is yet another example of Old Spice’s ability to create engagement and build a community of Old Spice consumers through marketing campaigns.
Old Spice has become a top men’s personal care brand thanks to witty and entertaining ad campaigns. With the launch of Old Spice’s Dream Runner Campaign, the company looked to generate user engagement by providing Instagram users the opportunity to win prizes by posting photos of their exercise routes in the shape of prizes they want to win.
To build exposure for the Dream Runner Campaign, Old Spice leveraged the influential power of top Instagrammers by inviting personalities such as Logan Paul to participate in the campaign. Logan Paul was a perfect candidate for the campaign because many of his Instagram followers (4.3m) are young people who enjoy exercise—Old Spice’s target market. Because Logan Paul’s Instagram content is both funny and authentic, Old Spice’s collaborative sponsorship video is designed to find favor with Logan Paul’s Instagram audience, fans, and followers.
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Kevin LaSean was also enlisted as an influencer for the Dream Runner Campaign. Like Logan Paul, LaSean was a great match for the campaign because his background in sports and fitness allowed him to create a video for the campaign that was authentic and appealing to LaSean’s followers.
Old Spice continued to utilize influencers with athletic backgrounds by working with YouTube stunt artist Ronnie Shalvis. Shalvis specializes in parkour, making him an ideal candidate for the Dream Runner campaign. His video for the campaign is an authentic presentation of Old Spice’s sponsored content since Ronnie performs his talent, parkour, in the route of a realistic, desirable prize.
For brands looking to increase awareness and engagement through social media, reward-based marketing campaigns such as Old Spice’s Dream Runner Campaign are ideal for reaching large millennial audiences. Developed in conjunction with the right social media influencers, Instagram marketing campaigns can effectively encourage ordinary social media users to post their own unique content in a creative, authentic, and engaging ways.