Enough with the endless coverage of the Old Spice viral videos. Marketing is a simple game – you break through the clutter, you build awareness, you make a sale. Just like baseball is a simple game – you hit the ball, you catch the ball, you throw the ball.
There’s been so much attention given to the success of the campaign, it seems like nobody believed this Internet marketing thing really works. It does and it’s a solid part of the overall marketing plan. Just as the description of marketing and baseball above grossly simplify the games, credit should be given to P&G for the overall execution of the Old Spice campaign. It’s been hard to miss Old Spice lately, whether its online videos, coupons or in-store promotions. They had an abundance of presence, not a single good tool. That presence helped break through the clutter and ultimately drive sales.
This is just another example of a well executed marketing plan. We’re in the midst of relaunching the Huffington Post browser themes. HuffPost isn’t successful because it rolls out one cool tool for their community. HuffPost is aggressively building its content, Arianna is everywhere, and they continue to offer community tools like their interactive browser theme. It’s an ongoing promotional and growth campaign that keeps gathering attention for them.
The same can be seen with The Daily Beast. It’s another good news site with their own interactive browser theme. Yet, you’ll also find Tina Brown across the media, whether it’s on Good Morning America or NPR, representing the Daily Beast and its excellent editorial staff. You can find an example of her brand building for The Daily Beast as well as a list of excellent reads at her Must Reads at NPR.
It’s this hustle on multiple fronts that pays off. Kudos to the Old Spice marketing team for a big hit. A nice work across the board to build that success.