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I’m on a Horse: Defining Success for the Old Spice Guy

Posted 07.29.2010 by Lauren Virr

The popularity of the Old Spice Guy is undeniable. We’ve been following him since his public debut in a Super Bowl ad in February.

And, he’s been burned in our brains (and all over our computer screens) ever since.  I don’t fancy myself a gambler, but I’d be willing to place bets that we’ll see several interpretations of Old Spice Guy costumes this year come Halloween.

For many of us in the ad industry, the Old Spice Guy campaign has set the bar for what’s to come and what we should all strive to produce.  This doesn’t just mean producing great creative.  It means having smart account people to reign in all the moving parts and allowing media to do what media does: get in front of the right audience.

So, now the great debate begins: If a campaign is “popular” or “viral”, does that mean it’s also “successful”?  Many articles surfaced last week calling into question how the Old Spice Guy has impacted sales for Old Spice.  Yahoo! and BNET both claim sales are down while Mashable, PRWeek, and Forbes point to an increase in sales.

Either way, the underlying argument is: What is a great campaign really worth?  On paper, Old Spice sales are on par (or perhaps slightly on the rise, depending on the source).  But, in reality, they’ve created a social movement with its own set of viral “legs” on which to walk.  And, the most powerful thing is those legs are standing firmly on a well-executed platform of creative and media production/execution.

We are witnessing an evolution of analytics in an ever-changing media and creative landscape.  So what are the “right” success metrics – and, how should we deem something a success or a failure? Is it truly only about the successes we can tangibly see on paper (or on the Balance Sheet) – or, are those successes we see in reality (or in volume of YouTube video views) the ones that propel great brands further forward?

How would you define success for the Old Spice Guy? Sound off in the comments below.

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Comments

Posted By erik on 07.30.2010

sales were only down for 1 individual product, overall sales increased about 106% or something like that. the sources that claimed sales decreased even acknowledged this point.

very, very successful campaign.

Posted By linh on 07.30.2010

Let’s not forget that you can measure success by intangible metrics like brand recognition / recall.  Sales is not the only measurement of success!

Posted By Laura on 07.30.2010

I’m currently doing a project on this campaign for grad school.  It has all the makings of successful campaign (including an attractive spokesperson!)- can’t wait to learn more about it.

Posted By mojo on 07.30.2010

It never ceases to amaze me how many in the ad industry continue to miss the mark regarding what drives consumerism.

The moment entertainment for entertainment’s sake becomes the focus you start to erode brand building integrity. Relevance is the key in today’s market, and this campaign isn’t really relevant. That is, with the exception of one phrase… “your man.”

There are some fun parks that you go to for one specific ride, but you go to Disney to go to Disney. Special effects in movies are great, but without a compelling storyline there’s little or no iconic value.

The same holds true for advertising – online or offline. For an ad campaign to push a brand into the realm of great branding and long-term consumer choice there must be lifestyle relevance seen and accepted by the viewer. And this campaign doesn’t have it. Except, as I said above, for that one phrase… “your man.”

The sales figures for Old spice have more to do with sales manipulation (case discounts, self space, coupons) than with these ads. We’re talking about a highly competitive, low-priced product category that has little consumer loyalty.

P&G bought Old Spice because they needed a foot in the retailer’s door in it’s product category; and little by little it’s been repositioning the name Old Spice as a type of quality hallmark while rebranding its product line with names like High Endurance, Red Zone and Classic. And now they come out with this somewhat generic product category ad campaign.

Is it an ad for High Endurance body wash or Odor Blocker body wash?

Go figure.

Reminds me of Burger King’s “Go back there and get me a Whopper” campaign.

Lot’s of attention, but anyone notice Burger King’s continually falling sales?

Posted By Varun Rajendran on 08.01.2010

There are several players involved in this campaign. The main one is of course, Old Spice, but underlying that is the advertising team, the creative forces behind the idea, and even the actor playing the Old Spice Man.

Success for each of those is defined separately but is by no means mutually exclusive. In other words, the popular of the viral campaign has been proven successful for Isaiah Mustafa, the actor in the commercials who has found much more acting work as a result. If the numbers on paper indicate a rise in sales for Old Spice, that could definitely be seen as an indication of the value of this ad. I would argue though, that even if it didn’t, Old Spice has managed to capture its demographic’s attention and so maybe while current sales could be down, future sales may be positively affected.

However, if Erik’s comments hold true, then there is little doubt that this campaign has paid of for Old Spice. Ultimately, the real winner in viral marketing may just be the consumer who will see a much more entertaining style of advertising than just billboards or website adspace.

Incidentally, as a male and within the target age group, I would argue that among my peers and I, Old Spice has certainly gone up in respect and brand loyalty. Formerly the scent choice for stodgy old men, this ad campaign is certainly doing well in recruiting young men as loyal customers for many years to come.

Posted By Kristen on 08.02.2010

One thing I know for sure is that I will purchase a brand/product if I see them doing something I deem “cool.”  I don’t think I’m alone.

Posted By Clarissa on 08.02.2010

I think to me it should boil down to a realistic goal.  I know as far as sales is concerned, success is of course increasing sales of the product, but I believe the kudos should be that they succeeded in rebranding themselves and rejuvenating the Old Spice name—a name that may not be associated with “My dad’s smell” as much since the campaign launched.  It is hard, however, to explain to the client that though their ultimate goal of big sales hasn’t been met YET, generating interest and recognition is truly half the battle!

Posted By Tim Mack on 08.09.2010

http://www.avclub.com/articles/hope-you-like-the-old-spice-guy-because-youll-be-s,43584/

The re-packaging is nice but continues to make me smell like my dad.  The ad feels like Don Draper selling me Kodak Carousels and Pepsi counting on what they call ‘millenials’ being optimistic and drinking the lesser of the sugary faves.  The duration will be shorter than both. Apologies to CK’s ‘Dinosaurs’ for my theft.

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