Old Spice Response Campaign
“The Man Your Man Could Smell Like” debuted online shortly before the 2010 Super Bowl 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.
On the heels of this success, we challenged ourselves to leverage “The Man Your Man Could Smell Like” to engage with these fans in a more intimate, democratic conversation.
As a result, we created the “Response” campaign—186 personalized YouTube response videos to Old Spice fans who commented on Twitter, Facebook, Reddit, Digg, 4chan and more—an effort that became one of the fastest-growing and most popular interactive campaigns in history.
On Day 2, Old Spice had 8 out of the top 11 videos on YouTube. After just one week the campaign had been viewed more than 40 million times and after 30 days that total has eclipsed 52 million views. Has the work has an impact on the bottom line? Yes. Since the campaign has launched, sales of premium body wash have doubled, helping to cement Old Spice as the number one brand of body wash for men.