reassurance is nice sometimes

Last week I was sent this article from Yahoo News stating that although the Old Spice Guy has garnered huge popularity and media attention, Old Spice sales are declining. The article then went on to discuss how sometimes really great creative can still fail. I was a little shocked by reading this article for two reasons; the online social media campaign launched just a week prior to these numbers coming out was, in my eyes an almost flawless strategy. I even considered switching my male body wash last time we were shopping, however I prefer the scent of Dove (when did I start caring?).

As I read all the comments for the article, talking about how the product is a dud and how the creative was too big for itself, I begin to feel this was way to early to be measuring the success or failure of the online campaign (7days). I couldn’t get my head wrapped around it and though it made a great follow up to my previous post on this campaign I chose another topic.

Now once again a week later this is all over the news. Old Spice body wash sales had zoomed 107 per cent in the last month. I have to admit that I was greatly pleased to read these articles and posts and to even learn that the Old Spice Guy himself was landing a movie role with Jen. I don’t use Old Spice, or even like Old Spice and I have never supported any of the NFL teams Isaiah (Old Spice Guy) played for. There was something though inside me that wanted this campaign to be greatly successful. How does one create that type of support, loyalty to a product I don’t even use (yet). Or is it simply that I wanted this great social media campaign to succeed so I can continue to push this form of media and these types of strategies into all of the projects and jobs we do. Maybe I just wanted the reassurance.

Shirtless and Envious

I’m not the first to mention this in a blog and I surely won’t be the last. Marketing gurus and creative minds everywhere are all wishing that they had come up with Old Spice’s latest social media marketing initiative. So they should, I wish I had. The level of customer engagement and earned media is outstanding.

The popularity of the Shirtless Old Spice Guy replying on Twitter with personalized videos has even grabbed the attention of celebrities who are wanting in on the fun. You can find a great article about this campaign here at TNW.

We hope you enjoy these as much as we do and thanks to The Next Web for putting these articles together. Let me leave you with parting words from the Shirtless Old Spice Guy himself.

with or without you

I first arrived in the Yukon two years ago this August. Besides the lack of a fall season and actually how dry it was in this climate, the biggest shock came when I first realized how little the social media world was being tapped into when developing communication and campaign strategies. It’s not that the North was far behind everyone else in technology, that’s far from it. The purchase of Internet connection into Yukon households was just 2% under the national average, so that wasn’t it either. After a few initial client meetings and discussions with other colleagues I realized there seemed to be a lack of faith that social media and other forms of online dialogue were effective methods of reaching Yukoners.

Two years can make a huge difference. Just since I have been here I have seen our online dialogue grow as a territory, and it is not just for the purpose of sharing pictures or promoting a specific product. The Yukon Government has its own Twitter account as do specific departments, and Yukon Energy has been updating Yukoners with info through their blog entries. From toyshops to cake shops and even our very popular Yukon Brewing Company, Facebook pages continue to pop up and increase the dialogue between private businesses and our small Yukon neighborhood. The most impressive aspect is how these small Yukon businesses get it; they are approaching this tactic through continuous engagement with their audience, from giveaways and contests to constant updates on what’s new and innovative within their field.

I remember being stunned when trying to find an apartment and realizing that there was no Craig’s list, Kijiji or any online classifieds that were being used and updated. Since the fall Kijiji in the Yukon has been building momentum and with the launch of Yukono.com the online classifieds has been taken one step forward by initiating dialogue between fellow consumers and business owners. Here is a recent blog entry explaining Yukono from their creators at Subvert here in Whitehorse.

A lot can happen in two years. Our online community in the North is growing and expanding constantly. Whether you run your own business, manage an organization or are a part of the Yukon Government you have to remember that the Yukon is online and busy discussing your brand, with or without you.