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2011 GOLD MEDIA INNOVATION - EXISTING CHANNEL
UNITED STATES
Old Spice "The Man Your Man Could Smell Like" Responds to the Internet
RAN IN: United States
CLIENT
Procter & Gamble
James Moorhead, Brand Manager Shanan Sabin, Assistant Brand Manager
Britton Taylor, Group Planning Director Jessica Monsey, Global Account Director Dean McBeth, Senior Digital Strategist / Community Manager Diana Gonzalez, Account Supervisor Michael Dalton, Management Supervisor Jason Bagley, Creative Director Eric Baldwin, Creative Director Iain Tait, Global Interactive Creative Director
Paine PR
SUMMARY
How could Old Spice leverage "The Man Your Man Could Smell Like" to engage with people on a more intimate level? The result was the "Response" campaign, an experiment in real-time branding in which "The Man Your Man Could Smell Like" recorded 186 personalized YouTube messages. The work became one of the most popular interactive efforts in history and changed the way brands interact with their fans. What's more, the work boosted the bottom line with record results, as sales of Old Spice body wash doubled from the previous year.
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CASE STUDY
CASE VIDEO
Hero Medium: Interactive
Medium Featured On Video: Interactive
Audience: Connect with a new audience,Speak to men,Speak to women,Speak to brand influencers, Speak to Young Men,Speak to Young Women