Old Spice - Brand Social Strategy

THE BRIEF

How can we (Old Spice) be more than ad campaigns?

WHAT I DID

It’s really difficult to nail down just how elaborate this project was. Over the course of 4 years, we (Wieden and Kennedy) executed the strategy and playbook for social.

As the social strategist on the team, I developed the strategy in a way that guys see us as worthy of their social feeds, but also works in tandem with brand goals. Having a strong strategy is great, but we also needed to operationalize it.

My briefs aimed to result in forms of communication that the audience actually desired, creating awareness and conversation around the executions.

RESULTS

Lots of awards (in fact, this is what lead to me being the first external person receiving Procter & Gamble’s Digital Trailblazer Award)

Tons of community growth (all channels achieved growth)

Advertising that young guys actually enjoyed (our SOV compared to Axe’s was consistently in our favor, even during their campaign launches)