Old Spice Ad Campaign Success or Failure?
Ok, with all the swooning and talk buzzing around a new branded Old Spice man what have we learned? The Old Spice Campaign, was it designed to make money out the gate? If you ask these guys it was…Marketing Vox
Viral Videos are not a purchase power by design.
They are not meant to be measured by sales alone.
It is like going to a restaurant and saying this appetizer did not fill me up! It wasn’t designed to fill you up.
Better yet, it is like saying that kiss did not lead to SEX. Well, come on all kisses are not going to lead to sex even between a husband and wife.
I applaud Old Spice for stepping out of their dusty brand and their willingness to step into today’s market.
They wanted to find a way to appeal to a younger market and I thought it was rather savvy to go straight to the person who benefits from a man wearing Old Spice- WOMEN.
Now, we have no idea what their plan is or if this is just an appetizer and the entree is to come. So, I agree it is too early to tell the full impact of this campaign.
Do I have suggestions? Heck Ya!
As a female consumer did you think to start a country wide tour of this delicious Old Spice man(Isaiah Mustafa) and offer me the end user (smeller=one who smells your neck and body) of your product a reason to ask my man to wear it? Did you take Mr Delicious-Isaiah Mustafa and have him give me an autographed pic with me in it with him if I purchased a “Honey, this is how I want you to smell pack”? (are you creating a “This is how I want you to smell” pack yet?)
Let’s look at how that could convert into sales and dollars.
I promise in Houston alone you would have had an easy 500 women show up at one location for the opportunity to get a 30 second pic with Mr Old Spice-Isaiah Mustafa. Talk about drive traffic to the retailer. Can you say book 3 locations per city, and 12 city tour. If the promise was to buy a $30.00 pack and get a FREE Pic with Mr. Old Spice-Isaiah Mustafa you could have not just driven $15,000 in sales in each location ALONE. Never mind the press and PR you get from bringing Mr. Old Spice-Isaiah Mustafa from online to the real world.
You could have given me a suggestion to “peak here” (what women wouldn’t take an invitation to peak under his towel, giggle) and then send me to a page where the Old Spice-Isaiah Mustafa man talked directly to me and then gave me option to print out a coupon to go pickup a sample for my man is another avenue to drive interest and sales.
Old Spice
Someone says Old Spice stinks, that’s always in the nose of the receiver. A totally off the wall suggestion would be WHY not reformulate the smell and use your audience to do just that. ASK women what they want their man to smell like. Come up with three scents to choose from then use your social media connections you have already built to drive it. Can you say Old Spice Tweetup-I would come out and smell them and again get opportunity to see Mr. Delicious in person then tweet LIVE my choice. Pick a winning smell in each city and see what is the prevailing choice across America. Talk about finding out if Southern women like the same smell as East or West Coast women. Make it a fun competition, you have my attention.
Yummy Old Spice Man
This Old Spice Campaign has the opportunity to be the door opener for Old Spice and other companies if they will take some ideas and run with them. What would you do differently from watching this play out for Old Spice?
