Thanks for the comments. I fully agree with the one number danger.

My post evaluates the claims of massive success made for the campaign. And the rumors as well as articles around Old Spice have made it the poster child for social media having immediate, direct impact on sales revenues.

Except the business data doesn’t support this at all.

I agree there may be a range of lesser benefits that might come from the campaign. But that’s not what advocates focus on.

And, I believe we need to be much more cautious about those. My years of experience in direct marketing prove that mere connection with consumers may have no impact on the bottom line no matter how many years you look at those connections.

Again, thanks for the comments.

…Doug Garnett

If a brand is losing awareness, and then it catches up to its competitors to post similar results, then the campaign was a success.

If the Old Spice campaign cost a fraction of what Axe Body Spray’s TV campaign cost (which it probably did), it was a success.

If Old Spice can now market to those same people who now think they are cool instead of the nasty stuff their grandpa used to wear, it was a big success. A TV campaign is a parking meter. As soon as I put it out there and walk away, I lose brand equity. I can market to my Twitter followers forever.

If I can DM Demi Moore because she follows me on Twitter, it’s also a success. That’s a free channel I didn’t have before. There are numerous benefits to essentially creating my own network of followers.

You are looking at one number and determining success by it, and it strikes me as very insular thinking.

The wireless works quite well. And, it gives you a full sized keyboard just like on a desktop.

Thanks for the question.

…Doug

Thanks for the thoughts.

…Doug

There is an rss feed at the top of the page and an email subscription down about a third of the way…

…doug