Old Spice Man Gets Backed Up With A Few Numbers, Sales Up 107 Percent
from the silver-fish-catch dept
With all of the buzz lately around the fantastically successful Old Spice campaign, some numbers are finally starting to trickle in about whether or not the campaign actually translated into more sales of the body wash. Although initial reports suggested that the ads did little to boost sales, according to Nielsen, sales of the body wash rose 107 percent in the past month. That said, the increase cannot be necessarily attributed entirely to the social media campaign, since a coupon campaign for the body wash was also running at the same time. In an age, driven largely in part by the supposed traceability of online advertising, where there has been a large push to track ad spends all the way down to individual purchases, this ad campaign reiterates the adage attributed to John Wanamaker: "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Since this campaign was very much a branding campaign, just because it happens online does not necessarily make it more traceable, so it's difficult to say what percentage of the increase can be attributed to the campaign. That said, at least for me, I know I considered buying some Old Spice body wash when I was at Walgreens last week, and apparently I was not alone.Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
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I'm on a horse.
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All the attention he's gotten from the commercials and the social media campaign have gotten him signed up with NBC. He's got a guest spot coming up in an episode of "Chuck", and a small role in an upcoming Jennifer Anniston movie, "Horrible Bosses".
http://www.hollywoodreporter.com/hr/content_display/film/news/e3i0cbf0f1b5c08147a869f107 3841fea3c
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How many people didn't make jokes at the counters in front a lot of other people and those people got curious to see what the fuss was all about?
It may even has been successful as the "old spice" could have gone down in sales and that campaign stopped that.
I was reading "Street-Fighting Mathematics"(Sanjoy Mahajan-CC Commons) and the first thing that it touches is the fact that people need to pay attention to what they compare things.
Recently also a military man said that you need to define success correctly.
In this case I think it was very much a success the brand is now more recognizable so the ad's did their job the augmented the brand exposure to the public and imprecated that on their minds, if that will translate into sales that will depend on the product no?
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The ad guys really pulled one out of the hat with this.
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Has anyone considered...
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Look away, now back at me
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Let's remember
It was only a matter of time that their experimentations would make such a successful media blitz. Gotta give them credit for doing something completely out of the park like this. It's going to be hard for other body washes to duplicate their success. They should get to work.
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Re:
Jesus, we men are stupid....
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That is good to read, they are definitely some of the best ads currently running.
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A big piece, but just a piece
I think the idea is that a social media campaign will reinforce any other marketing attempts going on - it's one part of a larger strategy, not a standalone tactic, and shouldn't be measured as such.
Cheers for the results report!
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