1. It was like an advert, it didn’t try to be something else (like that bloody T-Mobile dance)
2. It was funny, it poked fun at itself.
3. It was surreal – it played on what people are familiar with (adverts, cheesy adverts) and took it a step further.
4. It was properly social. It got people involved. It really responded.

Even though it’s still the aftershave your dad wears, and you’ll never buy it, the campaign worked. It doesn’t matter if the product is a dud one (I don’t think the brand mattered here), social media campaigns can win nevertheless.