Making a commitment to a creative campaign.
To stay relevant and top of mind with young consumers, Old Spice refreshes its creative messaging on a regular basis, aiming to introduce new fodder for brand conversation and dialogue.
With a robust scent variety, Old Spice used its newest campaign as a call-to-action for would-be scent enthusiasts to make a commitment (aka “Smellmitment”) to their favorite Old Spice fragrance. Asking consumers to “Make a Smellmitment,” the brand personified the Bearglove, Timber, and Swagger scents with celebrity spokesmen Isaiah Mustafa and Terry Crews through TV commercials and accompanying traditional media and digital assets.
We helped Old Spice bring this campaign to college campuses in a tangible way with student brand ambassadors who personified the scents along with college game-day activations, trials and events.
We helped Old Spice bring this campaign to college campuses in a tangible way with student brand ambassadors who personified the scents along with college game-day activations, trials and events.
The hook was to encourage college students to engage with the scent profiles of Old Spice and the new campaign, commit to a scent…and then broadcast it to their peers through relevant social channels with what we called “Smellfies”. These “Smellfies” were captured with students showing their love and personifying their scent favorites – all in a tongue in cheek and irreverent way as only Old Spice can.
Leveraging the campaign hashtag, #smellmitment, student-generated content built a robust thread of imagery associated with the “Make a Smellmitment” social footprint and pushed the grassroots influence the campaign had spawned.
The Results
0.8 K
Smellfies posted
40 K
Samples across 6 schools
100 K
Direct impressions through on-campus activities & tailgates
1.9 M
Social/Digital impressions
