Saatchi & saatchi russia, old spice for digital branding, june 5, 2012

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