Social and Influencer > Online Ad

SMELL LIKE A MAN FROM HEAD TO TOE

WIEDEN+KENNEDY, Portland / OLD SPICE / 2015

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Overview

Credits

OVERVIEW

Execution

As a nonhuman cool dude, Mandroid had the opportunity to host a sports talk show web series, 4th and Touchdown, where he interviewed NFL stars, like Drew Brees and Earl Thomas, and asked them about the meaning of life. Mandroid then braved the real world, expanding his social circle at Comic-Con, where he had real face-to-face conversations with comic-book nerds.

Lastly, we produced a mobile game called High-Five for Friendship because two hands slapping is better than one, just like two Old Spice products are better than one.

Outcome

The Smell like a Man from Head to Toes campaign generated phenomenal results from a business and brand perspective.

• The campaign helped drive trial of both deodorants and body wash with 10% and 5% increase in volume respectively; this meant we successfully convinced guys to adopt an Old Spice regimen from head to toes.

• The content amassed over 15 million views online and over 21 human years were spent watching Mandroid video content.

• The campaign also generated over 1 billion media impressions in mainstream media including USA Today, Mashable and Gizmodo.

Strategy

We discovered that when guys worry about smelling great, they focus on one area: their armpits. But why focus on only 3% of your epidermis when you could smell amazing all over? With our great-smelling body washes, we saw an opportunity to invite guys to have a consistent scent all over their body and avoid mismatching the scent of their pits with the scent of their body.

To bring to life the benefit of smelling like an Old Spice man from head to toes, we established a new Old Spice character, Mandroid; a hopelessly clumsy robot who wants nothing more than to be seen as a real human man. And thanks to the fact that he uses Old Spice body wash and deodorant all over his robotic body, his dreams finally come true and he is accepted by the world as a real man.

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