Old Spice: RESPONSES by Wieden + Kennedy Portland for Old Spice

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Industry Hygiene & Personal Care Products
Media Promo & PR
Market United States
Agency Wieden + Kennedy Portland
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Account Supervisor Diana Gonzalez
Released June 2011

Awards

Cannes Lions 2011
Direct Lions Traffic & Brand Building Gold
Media Lions Best Use of Social Media Marketing Silver

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Social Media Marketing
Advertiser/Client: PROCTER & GAMBLE
Product/Service: OLD SPICE
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)
Global Executive Interactive Creative Director: Iain Tait (Wieden + Kennedy)
Creative Director/Director/Copywriter: Jason Bagley (Wieden + Kennedy)
Creative Director/Director/Copywriter: Eric Baldwin (Wieden + Kennedy)
Copywriter/Art Director/Director: Craig Allen (Wieden + Kennedy)
Copywriter/Art Director/Director: Eric Kallman (Wieden + Kennedy)
Interactive Producer: Ann-Marie Harbour (Wieden + Kennedy)
Digital Strategy/Community Manager: Dean McBeth (Wieden + Kennedy)
Digital Strategy: Josh MIlrod (Wieden + Kennedy)
Group Planning Director: Britton Taylor (Wieden + Kennedy)
Account Director: Jessica Monsey (Wieden + Kennedy)
Account Supervisor: Diana Gonzalez (Wieden + Kennedy)
Management Supervisor: Michael Dalton (Wieden + Kennedy)
Developer: John Cohoon (Wieden + Kennedy)
Developer: Trent Johnson (Wieden + Kennedy)
Interactive Studio Artist: Matthew Carroll (Wieden + Kennedy)
Executive Producer: Emily Fincher (Don't Act Big)
Line Producer: Bernadette Spear (Don't Act Big)
Group Media Director: Bill Morgan (Wieden + Kennedy)
Results and Effectiveness:
The “Response” campaign would go on to become one of the most popular interactive campaigns of all time.
Building Relationships
• 300K direct consumer mentions of “Old Spice” online
• Twitter followers increased 2700%
• Facebook fan interactions increased 800%
• Facebook fans increased 60%
• OldSpice.com traffic increased 300%
• Old Spice became the #1 All-Time Most Viewed and #1 Most Subscribed Branded Channel on YouTube
Views and Impressions
• 40MM YouTube views in less than a week
• 200MM impressions on Twitter alone
• 600MM in earned (free) media impressions
Creative Execution:
The answer? Have "The Man Your Man Could Smell Like" like post custom video responses to his fans.
In two and a half days, we filmed 186 video responses, starting with fans who had already commented about the campaign including well-known and influential people like Perez Hilton and Ellen DeGeneres. These initial video responses went live across all of Old Spice’s social media channels and, along with a Twitter promoted trend, fuelled widespread interest in the campaign and elicited even more comments from fans.
For the next two days we pulled from real time questions on twitter, Facebook, reddit and more and posted real time responses on YouTube.
Insights, Strategy and the Idea:
“The Man Your Man Could Smell Like” debuted in 2010 and quickly became a sensation. Originally created to spark a conversation between men and women about Old Spice body wash, the campaign helped to revive this once “tired” brand and created a whole new generation of fans.
By July of 2010 the Old Spice guy was a cultural phenomenon. On the heels of this overwhelming success an encore performance was a no brainer. But Old Spice wanted something more engaging. How could "The Man Your Man Could Smell Like" have a conversation with his fans on a more intimate, personal level?

The Promo / PR Ad titled Old Spice: RESPONSES was done by Wieden + Kennedy Portland advertising agency for Old Spice in United States. It was released in Jun 2011.