Over the past couple weeks there was a lot of media coverage, in both traditional and social mediums discussing the Gillette “The Best a Man Can Be” ad.
The ad has a lot of layers to it.
But for the search engine marketing crowd, we know one of the most important questions is, “What was the impact on search traffic?”
What impact does creative like this have on a brand and that brand’s search volume?
This is especially interesting as we get closer to the Super Bowl. Brands have sunk millions of dollars into the ad spot and the creation of the ad itself.
Why do they make these investment choices? What is the impact to search traffic and volume?
In case you haven’t watched, here is the original video from Gillette.
Also worth watching, Saturday Night Live parodied the video using Kool-Aid as the brand.
Now that we’ve seen the ad, let’s look at the corresponding searches.
How did the Gillette video impact search traffic?
I started by looking at Google Trends for the term “Gillette.”
As expected, it spiked over the past 90 days and was the highest since 2004.
Okay, maybe this is just people looking for the commercial, or information about the Patriots since they play at Gillette stadium.
So, I took a quick look at “Gillette Razor.”
Boom! Highest search traffic volume in 5 years, and not just be a little bit, but a massive spike.
So people were also specifically driven to look for the product by branded name.
This is where the magic really happens.
Taking a look at forecasted metrics from Google’s Keyword