Google searches for Old Spice appear to be up around 2,000%. Since Old Spice web properties monopolize the first 5 search results – and those web properties are highly product-focused – is this another metric to prove success?
I wrote about awareness and activation last month in reference to another brand’s experience converting awareness to searches to sales:
See, they had the activation part down just fine, but not enough people were searching for the right things in the first place. Their customers didn’t even know what they should be looking for.
Pairing this search strategy with a general awareness campaign, they generated astronomical results. Their awareness campaign created the searches, and the search campaign turned those warm leads into sales.
I believe this should be the model brands follow. This is the argument for “cross channel integration,” to use the obnoxious insider lingo for a moment. Or better, this is the argument for approaching your audience holistically.
Look at how each of the parts fit into the whole. Define your audience’s culture – all the way from emotional triggers to media habits.
I think this explains what we’re seeing with Old Spice.
Further reading: see my previous coverage of Old Spice’s awesome campaign and the Dropbox presentation with great hints on integrating awareness with search.
Addendum: According to Dean McBeth at W+K, this data is confirmed by their internal tracking for the campaign.