"Red Zone After Hours Body Wash? has actually seen a 7% drop in profits despite the popularity of the campaign. Just because a video or an ad goes viral does not mean that it has "selling" power or even ad value to a product. Sure they are funny and interesting, and they bring awareness to a product, but in the end does it sell the product. The ad is targeted towards women, I am guessing with the hope that they will go and buy this for their man, but it seems most men buy their own body-wash.
Social Media can be a very powerful tool, but being viral does not always translate into dollars or new customers. I'm reminded of TV commercials where the ad spot was so slick and funny that the actual product was lost in the entertainment.
Jason http://www.socialmediadentist.com
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