Business 2.0: Spray Here. Get Girl.

Let's do a bit of maths here. The production costs of these 3 video would not have exceeded $300,000 at an extreme, leaving $700,000 to piss away between BBH, the digital agency, and some online buying.

The results of this campaign were:

"Unilever says its return on investment has exceeded all expectations. The site and related ads cost slightly less than $1 million and were expected to draw about 100,000 hits the first month. Instead, the site got seven times that many. Four months into the campaign, some 1.7 million people had visited www.theaxeeffect.com, and most impressive, a third of them reported that they had been sent there by friends."

Or put another way that is 59 cents a visitor, or a CPM of $590. And that is considered a SUCCESS? WTF ?!?

Honestly, this is absolute lunacy. Whilst I think that BBH have done an excellent job with the ads and campaign theme, the clowns that are doing the online distribution/marketing should be shot. 1.7 million visitors? For that amount of money they should have been able to get the whole f-ing world to see these ads.