Old Spice's Fabio Campaign by Numbers
Brand finds success refreshing YouTube-based campaign.
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:
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceDisney and YouTube are the latest victims of Shiny Object Syndrome in influencer marketing. Do they deserve the bad press over PewDiePie’s latest vide...
View articleDo you work in digital marketing and do you love it? Are you new to the industry and feeling overwhelmed by it? Either way, all this constant change m...
View articleDuring the Worldwide Developers Conference, Apple announced that Siri will, in fact, become open to third-party developers, in addition to desktop use...
View articleFollowing its acquisition of the rights to show Champions League football, BT Sport has been working to establish itself as the major rival to Sk...
View articleWhat makes great video content and how can brands ensure it reaches the right audience? Read More...
View articleThere seems to be something new happening everyday in the world of virtual / augmented / mixed reality. Here are some recent developments bringing the...
View articleDigital disruption and traditional advertising collide as Jeff Cheong, president, Tribal Worldwide Asia, reflects on his favorite advertisements of al...
View articleAt Social Media Week Walter Levitt, chief marketing officer for Comedy Central, shared how the TV network managed to engage with 18-to-34-year-old men...
View article