[youtube]http://www.youtube.com/watch?v=owGykVbfgUE[/youtube]“Look at your man. Now look at me. Now look back at him. Now back at me. Sadly, he isn’t me…” Old Spice body wash has put together perhaps the most talked about ad campaign of the year. The campaign, starring Isiah Mustafa as an over the top parody of the superconfident manly-man has been a hit and has spawned a fantastic viral campaign, particularly after the brand took things up a notch by having the Old Spice guy respond to hundreds of questions from public in a series of YouTube videos.
So the campaign’s been lauded by marketers and the press. It’s getting lots of buzz. Gone viral. Won awards.
But has it worked?
There has been suggestions that sales for Old Spice red zone body wash, the product featured in the ads, have GONE DOWN 7%! (note: other sources have suggested that sales of Old Spice products are up overall)
For all of the cute, clever, ingenious ideas that you may promote, it’s critical to remember that the goal of marketing is to grow your business.
At the local Addy awards some years ago, I remember looking at a website, the recipient of an award, where you navigated the page using a crazy floating fisheye lens. It was the single most ridiculous site I’ve ever seen and I have no clue how anyone would use it. But there it was, taking top honors.
There is a risk when you get a promotion rolling that’s incredibly clever and witty that you’ll lose track of what really matters – does it work?
So look at that shiny trophy. Now look at the bottom line. Now back at the trophy. Now back at the bottom line. Sadly, the trophy isn’t contributing to your bottom line…
Turns out that the bottom line is veeeeery sexy.