saatchi & saatchi russia, old spice for digital branding, june 5, 2012
TRANSCRIPT
RID RUSSIA OF MAMA’S BOYS
SAVE AN ICONOF MANLINESS
MANLINESS = AUTHENTIC
AUTHENTIC = COOL
CELEBRATE YOUR AUTHENTIC MANLINESS
CELEBRATE YOUR AUTHENTIC MANLINESS
ATTENTION
INFORM
GENERATING TRANSACTIONS
PARTICIPATION
INSPIRE
CREATING MOVEMENTS
THE REAL MEN BROTHERHOODTHE REAL MEN BROTHERHOOD
PHASE 1: MANLY ACTSPHASE 1: MANLY ACTS
PHASE 2: THE BROTHERHOOD HOUSEPHASE 2: THE BROTHERHOOD HOUSE
PHASE 3: THE WAR AGAINST MAMA’S BOYSPHASE 3: THE WAR AGAINST MAMA’S BOYS
PHASE 4: ROAD TO FRESHNESSPHASE 4: ROAD TO FRESHNESS
RESULTSRESULTS
Building Loyalty:
Video series “ I’m a real man” had more than 650 000 views on YouTube
More than 130,000 users installed the “Old Spice Men’s Brotherhood” application
108,000 people joined “Old Spice Men’s Brotherhood” on Vkontakte
The percentage of active participants in the group is currently over 15%
Positive sales growth
Manliness restored
Building Loyalty:
Video series “ I’m a real man” had more than 650 000 views on YouTube
More than 130,000 users installed the “Old Spice Men’s Brotherhood” application
108,000 people joined “Old Spice Men’s Brotherhood” on Vkontakte
The percentage of active participants in the group is currently over 15%
Positive sales growth
Manliness restored
