If you can cast your mind back to a few months ago in the summer when the sun was shining, BBQ’s and drinks plentiful… We were talking about the Old Spice Guy and his effect on advertising through social media (Yes I have trouble remembering that far back too – just see July’s posts!).
There is still has a lot of buzz surrounding the ads and it has recently been picked as the ad Canadians like most on television with a 7.1% share of the votes. So the ads have been a success on both the internet and our Television screens. It is difficult to quantify the direct impact on sales the ads have had but you can not argue with the exposure the brand has had as a result of the campaign and it is clear that social media is now becoming an integral part of marketing strategy. As of 7/18 the Old Spice video had over 94 million views and became the all time most viewed sponsored channel on YouTube. To add to that they now have nearly 120,000 people following them on Twitter. It still remains to be seen whether this will convert to sales for Old Spice but more companies are looking to Social Media to interact and engage their audience of existing and potential customers to increase the reach of their brands. So there is clearly potential in the medium and it may be that Social Media marketing is a longer term investment for sales but extremely useful for increasing brand awareness in the present.
If you were wondering what the least favorite ad was then look no further than those irritating Dairy Queen Blizzard ads(the various ones with the family chasing the Blizzard truck). I would have to say I agree with my fellow Canadians on that one but despite being incredibly annoying I still have the product (and unfortunately the ads) ingrained in my mind so they must be doing something right!
(Survey quoted was conducted online with 1500 Canadians through Leger marketing’s Legerweb panel, other information from Wieden+Kennedy agency).