Old Spice Promo, Case study Old Spice: THE MAN YOUR MAN COULD SMELL LIKE by Wieden + Kennedy Portland

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Industry Hygiene & Personal Care Products
Media Promo & PR, Case study
Market United States
Agency Wieden + Kennedy Portland
Director Tom Kuntz
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Creative Director Jason Bagley, Eric Baldwin
Account Supervisor Diana Gonzalez
Editor Carlos Arias
Released June 2011


Cannes Lions 2011
Titanium and Integrated Lions - Gold

Credits & Description

Type of Entry: Titanium and Integrated
Advertiser/Client: OLD SPICE
Product/Service: OLD SPICE BODY WASH
Entrant Company: WIEDEN+KENNEDY Portland, USA
Advertising Agency: WIEDEN+KENNEDY Portland, USA

Executive Creative Director: Mark Fitzloff (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman (Wieden+Kennedy)
Creative Director: Jason Bagley (Wieden+Kennedy)
Creative Director: Eric Baldwin (Wieden+Kennedy)
Art Director/Copywriter: Craig Allen (Wieden+Kennedy)
Copywriter/Art Director: Eric Kallman (Wieden+Kennedy)
Director: Tom Kuntz (MJZ)
Executive Producer: Jeff Scruton (MJZ)
Director of Photography: Neil Shapiro
Editor: Carlos Arias (Rock, Paper, Scissors)
Agency Producer: Lindsay Reed (Wieden+Kennedy)
Lead Flame Artist: Ant Walsham (The Mill)
Account Director: Jessica Monsey (Wieden+Kennedy)
Account Supervisor: Diana Gonzalez (Wieden+Kennedy)
Group Planning Director: Britton Taylor (Wieden+Kennedy)
Interactive Producer: Ann-Marie Harbour (Wieden+Kennedy)
Senior Digital Strategist: Dean McBeth (Wieden+Kennedy)
Print Photographer: Danielle Levitt
Art Buyer: Heather Smith-Harvey (Wieden+Kennedy)

Describe the campaign/entry:
"The Man Your Man Could Smell Like" was born to get the sexes talking about body wash in a low-involvement category and to convince ladies that only Old Spice will help their man truly smell like a man. This integrated effort combined traditional media (TV and print) and a groundbreaking interactive effort in which "The Man Your Man Could Smell Like" recorded 186 personalized YouTube messages to fans over the course of 2 1/2 days.
The work would go on to become a cultural phenomenon and would have a huge impact on the bottom line, boosting sales to record levels and solidifying Old Spice as the #1 brand of body wash for men.
Give some idea of how successful this campaign/entry was with both client and consumer:
The return of "The Man Your Man Could Smell Like" received more than 600 million earned (free) media impressions. Meanwhile, "Questions" currently has more than 19 million hits on YouTube while the interactive "Response" effort (186 videos) has tallied more than 60 million hits.
In addition, the "Response" effort racked up some impressive stats:

· Twitter followers increased 2700%.
· Facebook fan interactions went up 800%.
· Facebook fans increased 60%.
· Oldspice.com traffic increased 300%.
· Old Spice also became the #1 All-Time Most Viewed and #1 Most Subscribed Branded Channel on YouTube—not too shabby for a brand in a supposedly low-involvement category.
Finally, the integrated effort had a dramatic impact on the bottom line. Unit sales of premium body wash more than doubled from the previous year—an increase that helped to solidify Old Spice as the #1 brand of body wash for men.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
"The Man Your Man Could Smell Like" returned in June of 2010 with "Questions,": a 30-second TV spot in which the Old Spice guy bakes a cake, builds a kitchen and swan-dives into a hot tub with a motorcycle. This execution debuted on YouTube and later rolled out on broadcast TV, with a media buy that focused on reaching couples. This was followed shortly thereafter by "Boat" (a 15-second TV commercial) and a print buy in top national magazines. Finally, the interactive effort launched in July, in which "The Man Your Man Could Smell Like" leveraged YouTube to respond to his fans in real-time.