By now you’ve seen “The Man Your Man Could Smell Like” TV ad campaign, featuring Isaiah Mustafa, that pulled the Old Spice brand back from the brink of irrelevance and effectively restoring it to the #1 spot in market share.
The campaign launched in February during Superbowl XLIV and by the time Procter & Gamble’s Global Marketing Officer Marc Pritchard described its success at the ANA Conference in October, Old Spice had generated 1.8 billion PR impressions (globally) and an incredible explosion of online engagement with a 2,700% increase in Twitter followers, 800% increase in Facebook fans, 300% increase in website traffic, and over 140 million YouTube views (collectively). All this translated into double digit sales.
When Cisco decided to introduce its new Aggregated Services Router (ASR) exclusively online to reach their target audience (network engineers), the news itself attracted a great deal of media attention. But when the official campaign numbers came out, there were plenty of latte spit-takes from all, even the “gurus” of social media-dom. Here are just some of the highlights:
9,000 people attended the social media product launch event (90 times more attendees than in the past)
Nearly three times as many press articles than traditional outreach methods
More than 1,000 blog posts and 40 million online impressions
One-sixth the cost of a traditional launch (shaving over $100,000 off its launch expenses)
Cisco’s use of social media and gaming channels for its product launch is a shining example of online marketing done right. No newbie to social media, Cisco was not shy leveraging its 22 blogs, 300+ YouTube channels, 100,000+ Facebook fans, or 2 million Twitter followers. Cisco developed content specific to the launch, including a social media widget, a 3D game, and a virtual concert in Second Life featuring eight rock bands.
I was going to aggregate all the details of this case study here but then found Casey Hibbard’s superb post on Social Media Examiner. No point reinventing the wheel so here is the full monty on Cisco’s B2B Social Media Case Study. Enjoy!
Chris Anderson of TED Conferences aggregated advertising research from a number of authorities (e.g. Forrester, Nielsen, Yankee Group) and discovered the market value of one hour of attention is worth $1 in print, $0.25 on TV, and less than $0.10 on the Internet, suggesting that the industry has yet to figure out how to best capitalize on the nearly 2 billion people online (carrying over the interruptive ad model is not the way to).
To help figure it out, TED is inviting the business community to submit videos to the Ads Worth Spreading Challenge by February 7, 2011. Up to 10 winning ads/videos will premiere at TED2011 in Long Beach, CA, February 28-March 4, 2011, before 1,500+ thought leaders as well as subsequently appear on TED.com for free for one week in March. Winners will also appear on the YouTube homepage and as ads across YouTube content.
Appearing as post-roll after every TEDTalks videos for a week, the company claims, is about 2 million impressions (views). That’s a pretty sweet deal! Learn more on how to enter here.
Twitter decided to ban all third-party in-stream advertising networks in order to “preserve the unique user experience “ and ensure the “long-term health and value of the platform” according to Twitter’s COO, Dick Costolo. In addition, Twitter “bears all the costs of maintaining the network” and therefore deserves to be first in line for advertisers. Makes sense. If anything, Twitter has been late to the table monetizing their micro-blogging platform. Twitter started only a few weeks ago leveraging Promoted Tweets for its advertisers such as Best Buy, Red Bull, and Starbucks. You can read how Twitter’s Promoted Tweets work here .
Although I’m sure the third-party ad networks are not too happy about Twitter’s decision (as are the advertisers that use them), there is plenty of room for these networks, especially those that do search and analytics better. With an estimated 40 million registered users, expectations are high. There are going to be growing pains.
I wouldn’t be surprise a partnership (or a merger) takes place between Twitter and someone like TweetUp. After all, last year Google allowed video ad management company FreeWheel to deliver and monetize third-party video ads within YouTube.