What is it about?
With the runaway success of Old Spice’s brilliant campaign, the “creatives” at Cisco decided to do their own spin off of the campaign by basically copying it in an attempt to tag along for its meteoric rise.
About the campaign
Director of Strategic Communications, Doug Webster, basically fell in love with the Old Spice campaign so much that he decided to imitate it with certain changes so that it would fit the Cisco culture.
So instead of using a single Twitter Account, they used three – @CiscoSPMobility, @CiscoSPVideo and @CiscoSP360 – and instead of a hysterically funny and super sexy black guy in a towel, they decided to go with “Ted from Accounting.”
To put it simply, the whole setup was sloppy and worse yet… no one heard of it! The campaign doesn’t even highlight what exactly they are promoting.
To add insult to injury, this was a blatant attempt for Cisco to act lighthearted and funny, in case you need a specimen of their brand of funny just take a peak at the image below, at least their last attempt at funny got us smirking.
Facebook: 613 Fans
Twitter: 1,200+ Followers
Total Upload Views: 43,500+ Views
A still pickle pandering as a rock band managed to earn better numbers than the Cisco SP360 team. Actually, it is to the benefit of Cisco and their SP360 team that no one heard of their campaign or paid attention to them because the only reaction it will create in people who watch it is repulsion!
Why did it do what it did?
If there was ever an example of what NOT to do in a social media campaign, this one is it!
You know how you can not turn your eyes away from a train wreck about to happen, except in this case no one is even looking and here is why:
- Do not imitate. Imitating other brands’ successful campaigns is abdicating any claim to even have a collective creativity the size of a mustard grain in your marketing team.
- Test Drive your “funny side”. It doesn’t help to have a creative team of lemmings, the dissenter is king in the kingdom of lemmings so someone needs to step up and tell Mr. Webster that neither him or his ideas are funny.
- Put your money where your mouth is. If you don’t have enough faith in your campaign to market it, don’t put it out there in the first place it might back fire badly on the brand and Cisco is just lucky that didn’t happen to them.
What do you think of what Cisco did? How could they have done it differently? Let us hear your thoughts.