Twitch Plays Old Spice

THE BRIEF

Launch the newest Old Spice collection, Fresher Collection.

WHAT I DID

Take ‘Smell Better Than Nature” and create a pulse in digital.

As a digital strategist, I researched consumers and developed strategy that gave the target audience something that truly resonated and was enjoyable.

A deep understanding in culture and content consumption behaviors inspired Twitch Plays Old Spice, a real-life pseudo-videogame.

RESULTS

 #1 use of emoticons on Twitch

26M views

An average of 11 minutes per session with something that equates to an ad

Increase of 6% in purchase intent communicated through social