Old Spice believes that when a man has great looking hair - and he uses it right - the world is his for the taking. We created the “Hair That Gets Result” integrated campaign to show how guys who use Old Spice hair products just seem to do better in life. Whether it’s a woman they want to date, an opponent they want to intimidate or a business person they need to impress, Old Spice gives guys the hair—and confidence—they need to succeed. The campaign brings to life the idea that when a guy has great Old Spice hair, great things happen. And make no mistake about it…when a guy uses Old Spice, it’s the hair that makes it happen for him.

No, seriously. The hair actually does it.

It literally does the thing.

JURY:

https://www.thatsthepowerofhair.com

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P: y2wnkvsg

The integrated campaign was incredibly successful, driving awareness through the roof. The spots were viewed more than 3 million times on Youtube alone, and That’s The Power of Hair had more than half a million visitors. and drove engagement to new highs for Old Spice, with 8 times the engagement over the national brand average. We also got tons of earned media impressions, with articles in the New York Times, Yahoo Music, and of course, UltimateClassicRock.com that all wrote about That’s The Power of Hair. We dominated the category, garnering a 66% share of voice in the category, and 90% of social conversation over the new Old Spice hair care products were positive.

Our launch strategy started with two television spots all over national television. The spots helped to build awareness of the fact that Old Spice now featured hair care products and drove interest/curiosity around them. After a month of air time, we launched an interactive experience, ThatsThePowerOfHair.com, and drove users to that website through social posts and banners. Finally, we had multiple tweets, Facebook posts, and Instagrams that helped pad the campaign, and drive home that Old Spice gets the hair that gets results.