The Success of Old Spice's New Media Marketing Campaign
Old Spice has stopped their 3-day, non-stop new media assault that hopefully wakes business up to the potential of new media. Kudos for recognizing the power of directly connecting to your market at an individual level. Bold steps - instead of relying major brand marketers security blanket strategy of TV advertising and tracking the Gross Rating Points, think about the rich data generated by this campaign. What do you think they used as success metrics?
Target Market Connection
- Questions submitted (individual brand engagement)
- Responses Posted (direct connection by brand to members of target market - 185 posted)
- New members/subscribers to YouTube channel, Twitter account, and Facebook page
- Social Media ripple effects (retweets, etc.)
Traditional Brand Building
- Value of Media generated by news references
- Establishing iconic brand identity
I wonder how much this cost compared to a traditional TV campaign.
Some key takeaways:
- Engage your market
- Communicate the tone and values of the brand, without pushing the brand itself
- Set your success metrics in advance and track in real-time
- Don't be afraid to adjust in mid-campaign to new opportunities or audience feedback
- Virality will be linked to tone, message that people are quick to share - think light and funny or shocking
