The last couple of days have been an Old Spice explosion, as one of the most popular viral campaigns in recent history — in which the Old Spice Guy made personalized videos for fans, randoms and prominent bloggers alike — has taken over the social media realm. But how popular was it really? Visible Measures has some nifty numbers for us.
This is a really clever and creative campaign and such a great use of social media. I've been tracking it and am mesmerized myself as a consumer (even created my custom voicemail).
A few thoughts --
- It works because it has the elements of viral built in - engaging and fun and ingrained in it is the chance that you too can win. Consumers love that. And it has a celebrity who's also engaging to look and listen to ("studly" is the technical term I think).
- Kudos to the creative team who came up with this BUT also to the brand management team that allowed this happen. I've been in brand management in P&G and this rocks and takes some "faith" to pull off. More importantly it takes a good understanding of viral and social media's unique nature to enable this and know why it will work.
- Another key of course which I am sure the brand team was paying attention to was: brand character of Old Spice and keeping that intact while extending it just enough to engage, win over and make loyal consumers who may not have experienced or been loyal to Old Spice. Hey! I have not thought about this brand in years; now I am taking a second look; albeit on behalf of my husband.
- Unlike some who are touting how "inexpensive" this was to make (and while the production & distribution cost, unlike a 30-sec TV commercial would be much lower) I don't want to brush over the talent cost here. That's integral to the success of this one. Mr. "Studly" has the star power and the pull to make it work. I would like to know how much he got paid to do it. Not saying it's not worth it but just that overall it cannot have been cheap.
- How are the brand folks planning to (or already are) measure the impact? on Old Spice sales, awareness, loyalty indices, sales and customer sat? Agencies hate this but knowing P&G and how they work, I am sure there is a plan to measure and they will and while the results on this one might be inconclusive (entertainment value and CLIO awards, notwithstanding) there surely are internal benchmarks created on metrics mentioned above and some sort of "$ per action" to track this sort of thing. As marketers trained at P&G know only too well: Measure or Die...