Thoughts on Our Advertising Campaign
Everybody knows of the recent Old Spice advertising campaign and how crazy it has blown up for the past 6+ months. Came across a case study video that showed some interesting and amazing numbers that give a look into just how well it did in both YouTube views, visits to their website and affecting Old Spice’s bottom line in sales. Wieden + Kennedy, the advertising agency behind the campaign, really took the campaign to another level with the YouTube Response videos. Rather then just make more commercials to post online only, they took time to add a level of interaction with the fans of the ad and from the looks of the numbers in this video, it really paid off for them and their client.
Working for an advertising agency now and having the chance to work on commercials, including our recent Get The Golden Glow ad, has got me thinking a lot more about what actually goes into not just a good campaign but a great one. Working in a smaller market doesn’t afford us many chances for a campaign of that size but it makes you start thinking of unique and creative ways to appeal to your target audience even in a smaller market rather then a national level. Although our Golden Glow ad wasn’t a full campaign, I was lucky enough to work on it with Blaine Bowers and John Hoover, who I have worked with for about 2 years now. Blaine and myself came up with the concept, wrote the spot, directed and edited the ad with John appearing as the Glowing Ninja. It was our first full commercial for us and although it wasn’t nearly as successful as we had wanted, we all learned a lot from it and hope to double our efforts for our next commercial, which we have already started on a story board.