old spice

10 brands with hilariously funny product page copy

Quality product descriptions can make a huge difference to the ecommerce user experience. 

Not only can good copy nudge consumers and increase conversion rates, but it can also help to differentiate a brand. Humour is one effective way that brands can make product descriptions stand out, with an increasing number choosing to be quirky and fun rather than just informative.

YouTube strategy for brands: 10 of the best

Only 74 of the top 5,000 YouTube channels are from brands.

This research comes from Touchstorm’s latest study, The Touchstorm Video Index, covering Q3 2013 and concentrating on the ‘YouTube 5,000’, an elite group of channels with at least 43m views each.

Of those 5,000 channels, only 2% are owned by brands. That means there are 4,926 teenagers with webcams, older people with camcorders, vloggers with flipcams, bedroom animators with smartphones and various other fashionistas, musicians, close-up magicians, action figure critics and amateur film-makers who are completely dominating the platform and squeezing out the big companies.

What can brands do about this? Is there any hope for them?

Here are some key findings from the report, along with our own insight, ideas for strategy and a look at the brands who are using YouTube successfully.

Planning for site-specific marketing, and how to get it right

Whether you’re doing a print ad with a QR code, updating your brand’s Facebook page, or rigging for SEO, all of the instances of marketing that you create will ultimately be seen in a unique location by a unique viewer. 

People always encounter marketing in a specific context. Subsequently, marketers need to anticipate what that context is, in order to engage and connect more deeply with it.

Campaign and brand experiences can and should be integrated across physical space and multiple objects – the impact of multiple brand engagements has been proven to deliver positive results. Strategists need to make certain as best as possible that the chosen medium and messaging tactics accommodate and compliment people’s unique identities, activities, and location.

How can marketers get this mix right? By thinking it through.

O2 continues to surprise and delight with Valentine’s campaign

O2 is continuing to roll out plans to ‘surprise and delight’ customers with another personalised social media campaign for Valentine’s Day.

The mobile operator has created a “digital Love Nest in the Clouds” to deliver Twitter users’ messages via YouTube videos, personally recorded by non-identical twin “O2 Cupids”.

This builds on the success of its #O2Santa stunt over Christmas, in which the company tracked mentions of the hashtag and similarly had a Santa character record people’s requested messages.

Terry Crews is next ‘Old Spice Guy’

Old Spice, having become the poster child for video-based social campaigns in 2010, has rolled out another iteration of the infamous ‘Old Spice Guy’.

This time however, the brand brings back actor and former NFL star Terry Crews, who appeared in seemingly unknown Old Spice ad in 2010 that ran at the same time as those starring Isiah Mustafa.

Old Spice’s viral video success is no match for free product giveaways

Old Spice’s popular viral videos have been winning the company accolades all summer — including an Emmy nod this week. Now it looks as if something a little more powerful contributed to the company’s strong sales figures this year: coupon offers.

As soon as Old Spice stopped offering coupons for the products touted in the viral “The Man Your Man Could Smell Like” ads, the company’s sales bounce disappeared. If Wieden + Kennedy’s lauded creative can’t move product, the campaign could serve as a warning to those seeking viral video glory online.

Social media: short-term success versus sustainability

Thanks to marketer interest in social media, we’re quickly learning what social media is capable and not capable of. And by in large, it’s capable of doing a lot.

Case in point: it appears that Old Spice’s critically-acclaimed YouTube/Twitter campaign has indeed boosted Old Spice Body Wash sales — by a whopping 107% in the past month according to Nielsen. This is ‘success‘ by any definition. But just what kind of success is it?

old-spice

Is it too early to analyse ROI from the Old Spice campaign?

Earlier this month, social media darlings around the internet were singing the praises of Old Spice, with Mashable claiming that the now infamous campaign was the “future of marketing” and that the agency involved, Wieden + Kennedy, had set a “standard marketing experts will admire and follow in the years to come.”

Now, various marketing blogs and online news sources are reporting that sales have “fallen by 7%.” But, with barely a week gone since Mr Old Spice conversed with “everyone” on YouTube, is it simply too early to predict ROI from the campaign?

Looking at the numbers, it seems the original analysis of the drop in sales may be flawed, given that it’s somewhat premature to announce a verdict about the campaign’s success or indeed, failure at this stage.