As with everything that is done in business, there are measurable accomplishments that need to be tracked in order to validate success. In looking at what Old Spice did last week, I have to wonder what they were planning to measure. Was it page views? Was it Media mentions? Was it Comments on Twitter? Was it Video’s produced? If these were the numbers that they were measuring, then I would say that the campaign was a huge success, and I know many others that would agree.
but..
There have also been discussions concerning how those mentions, comments and videos translate into sales. I have heard people say that “Top of mind” advertising was key with this campaign, and that mentions and comments will eventually translate into additional sales, but where is the proof? How can they directly attribute additional sales to that campaign?
A comment that I have made on a couple of blogs concerning the Old Spice marketing effort is why did they not attach or promote coupons during the campaign, with codes or something that could be tracked specific to the campaign? While this could be seen as “salesy”, it would have been a great way to track as well as to convert potential customers, and reward current customers.
What do you think? Would that have been appropriate or would that have been seen as too much and over the top for a campaign of that caliber?