Old Spice is logging lots of traffic on their Youtube channel. But the most important parameter, sales, is down double digits.
What does one take from this? You can't lose sight of the prize. Traffic and awareness are building blocks. But people need to also buy into the cache of the brand, and want to be an Old Spice man. The stigma of it being "your grandfather's aftershave" is a formidable one to overcome.
Time will tell if this is possible, and whether Old Spice will have the patience to wait this ride out.