Best Writing Overview
“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 fans of the campaign 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.
During two and a half days, working along with strategists and producers, our writers operated on “internet time” and selected the most content-inspiring comments from the web from which they wrote, filmed, edited and posted responses videos in real time. This effort became one of the fastest-growing and most-popular interactive campaigns in history.
On day two, Old Spice had eight 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 had 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.
Old Spice Response Campaign
EVERYONE
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APRIL JOHNSON ALLEN
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