I was wheeling my cart through the shampoo and body wash aisle of my local Kroger when I was stopped dead in my tracks by a familiar voice. He said:
Look at my body wash, now look in your cart, now look at my body wash and take a bottle and place it in your cart. You are standing on my abs.
And I looked down and I was standing on Mustafa’s rock-hard abs!
Nice story, only it didn’t happen. I made it all up. This is what the last ten yards of a well-executed Old Spice social media campaign would have looked like.
For all the adulations Old Spice received from blogger after blogger, media show after show, tweet after tweet, somehow everyone forgot to actually sell something. The Old Spice display at Kroger in Englewood, Ohio — just a mere sixty miles up the road from P&G — looked the same today as it did before the campaign started on Wednesday. I took a picture in case you didn’t believe me.
In addition to the whiz-bang marketing that Wieden + Kennedy did for the social media campaign, they could also have easily contracted several merchandising service organizations to execute at retail with shelf talkers and floor mats. Even a simple cut-out and case pack at the end of the aisle would have worked; probably better and easier to execute.
Perhaps the next brand will get it right and carry the ball at a full-run across the end zone for a touchdown. It’s time for social media to get out of marketing and media and into operational execution. Eyeballs and clicks don’t buy product; bellybuttons do.
And that just leads to another vignette featuring Mustafa’s rock-hard abs starring his manly bellybutton.
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