In an effort to halt a massive slide in perfume sales, the Fragrance Foundation launched a new campaign back at the end of January called One Mighty Drop. Like all cooperative advertising efforts—remember “The other white meat” by the National Pork Board?—the Fragrance Foundation created a nifty slogan: “One drop changes everything”. It also created a weak-ass web site decked out in a psychedelic motif left over from the Yellow Submarine era.
We weren’t the only ones skeptical about this approach. Being nerdish, however, we decided to start tracking the Alexa web traffic rankings of OneMightyDrop.com as a measure of how well it was getting the word out. Today we present the results.
If it’s going to create awareness, the One Mighty Drop web site should draw as much or more traffic as the fragrance blogs we track on the Smell Web Indexes. For the initial week ending February 28, OneMightyDrop was ranked 2,722,004. So for comparison we selected the team blog ISmellThereforeIAm (ranked 2,380,754), and the solo blogs GrainDeMusc (2,674,125) and AyalaSmellyBlog (3,118,021).
How did they all do? Let’s go to the numbers:
Alexa rankings for all four sites stayed were steady until about a week after the FiFi Awards on June 10. At that point OneMightyDrop.com began to fall away from the pack. In mid-August it sank abruptly and last week it went into a full nose dive.
Here at FirstNerve we call that one mighty drop-off.
The Fragrance Foundation would have gotten its message out more effectively by enlisting some well-regarded fragrance bloggers. Just sayin’.
Meanwhile, all these years later, TheOtherWhiteMeat.com is ranked 361,126 worldwide and 74,066 in the U.S. It has 248 sites linking into it versus 6 for OneMightyDrop.com. Looks like the perfume industry has been outplayed by the pork producers.