Objective

Old Spice is an iconic Indian brand used by men for decades. However, with the advent of deos and many new brands, Old Spice was facing serious competition in the men’s’ grooming segment. The need of the hour was to re-launch Old Spice with a clutter breaking digital campaign. One that could differentiate Old Spice from all other “boy gets girl” deo brands and establish itself as the leader in the men’s grooming segment in India.

Solution

With prime competitors relying on “boy gets girl” communication, we decided to target men with a no nonsense manly communication. Thus was born the Mantastic Man campaign on the back of four videos featuring Indian super model Milind Soman. While many loved the campaign, some had polarizing views. So we decided to enter into a conversation with the audience and change this with the #MrMantasticSays personalized response campaign

A team of art directors, copywriters and digital strategists got down to work to identify conversations around the brand and then profile the person, his interests and passions.

A team of illustrators then created customized illustrations based on the data about the user and his likes and conversations. Theses illustrations were then merged with the response copy to create a personalized response for each user. These responses were then posted back to the user on Facebook and Twitter. The response campaign was loved by users, especially the effort taken to research the person and the creation of personalized illustrations

Results

The response campaign became a sensation generating over 6.6 million impressions organically in just 3 days with positive sentiment up to 71%

The overall campaign awareness was up 70%, Brand Awareness 78%, while Purchase Intent increased by 15 points. All key equities witnessed a lift of 5% to 10%. In three months since launch, shipment of Old Spice was 24% ahead of target and value share up 300% from before the launch of the campaign.

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