en-us https://www.intensedebate.com/users/1485475 Comments by Thomas Stringham http://www.widerfunnel.com/conversion-rate-optimization/the-old-spice-guy-has-a-dirty-secret-sales-are-down#IDComment89015289 This campaign caught lightning in a bottle. You can&#039;t simply buy that kind of exposure. Many have tried, and many have failed, all while spending a great deal of money along the way. Let&#039;s face it, a lot of advertising really is crap. Most of it is forgettable. That is why brands are investing in images that cut through the clutter&mdash;they want customers to develop an affinity for their products. Good for you Old Spice. Kevin Roberts of Saatchi and Saatchi did a good job of describing this affinity when he called preferred brands Lovemarks. They simply have a consumer connection that goes beyond reason. People come to like certain products at such a deep level that they become part of their personal brand. It&#039;s those types of relationships that require an emotional connection, something beyond hard sell sales messages. It&#039;s what pulled Apple from the abyss in the 90&#039;s to being the top bluechip stock available. Entertainment is a great way to start building loyalty, and the ROI from this is going to be great. I would love more commentary on this. Is creativity necessary to engage consumers? I&#039;ve shared more on the campaign, and why generic sales messages are not where it&#039;s at on my blog: <a href="http://www.hottomali.com/blog/2010/07/26/old-spice-man-roi-will-be-measured-for-years-to-come" target="_blank">http://www.hottomali.com/blog/2010/07/26/old-spic...</a> Mon, 26 Jul 2010 21:31:35 +0000 http://www.widerfunnel.com/conversion-rate-optimization/the-old-spice-guy-has-a-dirty-secret-sales-are-down#IDComment89015289