John Bell head of Ogilvy PR‘s global digital practice provides a great overview of the success factors of the Old Spice social media campaign. He asks the three critical questions:
- Was it successful?
- What about it made it so?
- No, was it really successful like did it drive sales?
Too many companies undervalue the follow, like or link. They don’t comprehend that customers are willing to give brands a social commitment – as long as they get something of value in return. The transaction can be based on entertainment, status (VIP), personal service, commercial value (discounts,coupons), intelligence (first to know) or any number of other factors. However, if a company is just promoting it’s products and brand through a hard sell approach, social media will not be a sustainable medium.
Old Spice has invested in earning it’s social media status and engaged with consumers in a creative and entertaining way that will help drive sales and build brand loyalty. Although Old Spice is a consumer brand, the same approach is valid in a business-to-business context. (Example: Late last year we helped create some videos for Regus, a provider of flexible workplace solutions, targeting small business owners in New York City.)
I look forward to seeing what’s next for Old Spice as they push the social media envelope. 
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