Thanks so much for the comment. I felt like we were talking past each other on Twitter. I am much closer to your position than my tweets likely indicated. I agree at this point that we don’t know if the videos will move the needle. I also think (hope? assume?) that P&G will follow up with more tactics. But if nothing else, I think this effort moves social away from being ‘out there.’

James

There are 100 or more ways to measure social media; it is simply a set of tools that can (or sometimes) cannot, fit into an overall marketing strategy.

In the case of the Old Spice videos, which brilliantly used the tools, the missing link is integration. It would have been very simple to add a call to action to the videos; to add shelf-talkers, etc and bring the videos into an INTEGRATED campaign.

Buzz is fantastic, and getting it requires great skills. But it’s not the only thing the brand needs.

And, i must add, Old Spice smells simply awful. no marketing or advertising can fix that.

only time will tell if the videos move the sales needle.

I’d have said that the faction spouting the “Old Spice buzz rules!” dogma are hoping social media stays nebulous and therefore their own private domain (and cash cow) while the luddites who secretly fear social media crowed at its supposed failure.

I’m happy to fall somewhere in between. I just want to see campaigns that work and understand why they do.

Fascinating to see the dramatic impact BOGO coupons had on the brand and its competitors, too. Brings you back to earth, doesn’t it?

Thanks!