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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

AGENCY
Wieden+Kennedy *Lead Agency

Britton Taylor, Group Planning Director
Jessica Monsey, Global Account Director
Dean McBeth, Senior Digital Strategist / Community Manager
Diana Gonzalez, Account Supervisor
Eric Baldwin, Creative Director
Jason Bagley, Creative Director
Iain Tait, Global Interactive Creative Director
Michael Dalton, Management Supervisor


Paine PR

Courtney Perry, Managing Director


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.

CASE STUDY

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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

Type: Business to Consumer

Classification: National

Language: English