Brand finds success refreshing YouTube-based campaign.
Following the success of its YouTube -based video response campaign last June, P&G-owned men's hygiene brand Old Spice decided to revisit the concept this summer with the help of Italian heartthrob Fabio.
The effort revolved around an online duel between Fabio and existing "Old Spice Guy" Mustafa Isaiah, and appears once again to have captured the imagination of consumers.
Though the "Mano a Mano in el Baño" campaign update might not have garnered as much attention as the original initiative, the approach from Old Spice and its agency Wieden + Kennedy appears to be "if it ain't broke, don't fix it." According to Old Spice, campaign highlights as of August included:
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014