Wolfdog

THE BRIEF

Launch Old Spice’s new Wild Collection with a digital idea that lifts product awareness.

WHAT I DID

As the social strategist, I needed to reveal the insights and behaviors to enable this idea to manifest as a fully integrated brand experience, designed with digital interactions that lead to social conversation around Old Spice’s new Wild Collection.

By taking the core of the idea for Chief Marketing Director Wolfdog, I looked for new opportunities for his sassy mouth and antics to show up in unique ways that surprised the audience.

This requires planning for channels that made the most sense to bring the idea to life, while also considering some creative liberties. In turn, our audience reacted positively to the campaign.

RESULTS

260M+ earned media impressions

Owned 74% of category conversation across social for the week

77,000 minutes spent in the interviewer (divided by 30 seconds of airtime during the Superbowl and multiplied by millions, this easily equals billions of dollars saved)