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Old Spice
Digital Response
July 14, 2010
To build on the success of the Man Your Man Could Smell like buzz and online conversation, Wieden+Kennedy and Old Spice took a fresh approach to online brand engagement with a unique interactive strategy. For three days (July 12 - 14), the Old Spice guy engaged directly with his fans and consumers of Old Spice, sending those who responded to the work a personalized message.

This was an opportunity for fans and consumers to learn more about the Old Spice guy and the Old Spice brand by asking questions or sending responses.

And the results, the digital responses were a hit.

Total campaign impressions since February 2010 have now reached approximately 1.2 billion and still climbing.

The personalized digital response videos have received over 34 million aggregate views with a total of 38,535 YouTube comments.

As of 7/18, with 94 million+ views Old Spice has become the #1 ALL-TIME Most Viewed Sponsored Channel on YouTube and with 122,000+ subscribers is the 3rd All-Time Most Subscribed Sponsored Channel on YouTube.

Old Spice's Twitter now has over 83,000 followers—an increase of 2700% since launch.
To build on the success of the Man Your Man Could Smell like buzz and online conversation, Wieden+Kennedy and Old Spice took a fresh approach to online brand engagement with a unique interactive strategy. For three days (July 12 - 14), the Old Spice guy engaged directly with his fans and consumers of ...
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Chris
Sep. 9 2010
As someone who is in marketing, immersing myself in all things marketing as I am constantly on the prowl for fresh ideas and inspiration, I have to say that this campaign is the most brilliant, in my humble opinion, I have ever seen. You learn about breaking through the clutter in school, but to get such a large number of people to go out of their way to participate in what is essentially an advertisement. Brilliant.

Well done.
As someone who is in marketing, immersing myself in all things marketing as I am constantly on the prowl for fresh ideas and inspiration, I have to say that this campaign is the most brilliant, in my humble opinion, I have ever seen. You learn about breaking through the clutter in school, but to get ...
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Corey T.
Aug. 13 2010
I knew this campaign was genius even before the Interactive element, but playing on that was great. Taking an out of date product and modernizing it through advertising is a tough job, well done.
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sativa
Aug. 12 2010
Finally something new to see in seminars besides Obama's campaign. Congrats guys!!
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