Fictional Characters Make the Best Salesmen

What is the first image to enter your mind when you think of Old Spice?  If your answer is a face, or a scantily dressed attractive man, you’re among many, including myself.  This campaign is a prime example of how to successfully create and use fictional characters to sell your brand.  These characters become the face and voice through which your business acquires and interacts with your prospective fans, followers, and customers across multiple mediums.

What would the face of your brand look like?  What kind of face and personality is going to appeal to your target audience?  Try to look at your company through the eyes of your next prospective customer.  What do you have to offer that he or she needs?  What  qualities would your brand exude as a person that would draw people to you?

This is How They Did it…

The characters of the Old Spice Campaigns each encompass a unique persona based on the featured collection of scents he personifies.  Isaiah Mustafa personified several archetypes that dwell within the fantasies of women, based on the premise that he is the “man that their man could smell like”.  Terry Hess personifies strength, girth and power based on the scent, “Danger Zone”, which appeals to young, adolescent boys and men who desire to posses more testosterone driven qualities.  He is someone that could offer insight or advice to the audience on how to exude or at least smell like power.

Once your personas are established, make them tangible to your audience.  Give him or her a Facebook page, Twitter account, and send your emails from this persona.  Part of what made the Old Spice Campaign a success was the extension of these ad personas across multiple mediums, allowing people to connect with the the characters on a personal level.

How Can You Apply it to Your Brand?

So what products or services do you offer that you could personify?  How many different types of people could benefit from what you have to offer, and what personality would appeal to them?  Is this personality someone like your audience, or someone they’d want to look up to, or a simply a mysterious figure that intrigues them?  How can you apply this concept to suit your own marketing needs?

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