In a word, “No.”
Main Street has just as much opportunity and right as the next guy to create a phenomenon similar to the Old Spice video strategy, which has attracted over 122 million views.
Advertising agency Wieden+Kennedy produced an inarguably fresh (no pun intended), engaging, and fun campaign that hit viral proportions which outpaced even the most popular videos to date such as Susan Boyle’s performance of I Dreamed a Dream and Obama’s victory speech.
But before you go out to do some pushups, buy your own video camera, and strip down to a towel, you need to remember this point… it’s not an issue of being “cool.”
The real issue is about ROI – how much you put in vs. how much you get back.
Although initial reports showed Old Spice sales were actually DOWN, it now looks as if the campaign did actually increase sales. Good news for them? Maybe. After all, we don’t have access to Procter & Gamble’s books.
Furthermore, unlike P+G, small business simply doesn’t have the luxury of deep pockets to pay advertising agencies to create branding campaigns nor the time to wait it out to see if it actually works.
You probably need the sale NOW. For some, you needed it YESTERDAY!
Should you be innovative with your marketing? Maybe.
Can you use new mediums like video and social media? Sure.
But all that has to take a back seat to being MEASURABLE and PROFITABLE.