RID RUSSIA OFMAMA’S BOYS
SAVE AN ICONOF MANLINESS
MANLINESS = AUTHENTIC
AUTHENTIC = COOL
CELEBRATE YOURAUTHENTIC MANLINESS
ATTENTION    PARTICIPATION                INFORM    INSPIREGENERATING TRANSACTIONS   CREATING MOVEMENTS
THE REAL MENBROTHERHOOD
PHASE 1: MANLY ACTS
PHASE 2: THE BROTHERHOOD HOUSE
PHASE 3: THE WAR AGAINST MAMA’S BOYS
PHASE 4: ROAD TO FRESHNESS
RESULTS
Building Loyalty:    Video series “ I’m a real man” had more than 650 000 views on YouTubeMore than 130,000 users installe...
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
Old Spice Татьяна Тимофеева и Шэннон Куллум
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Old Spice Татьяна Тимофеева и Шэннон Куллум

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  • The Real Men’s Brotherhood consisted of a 3-storey virtual House (an application), and 3 social groups – the Boys, the Men, the Heroes. Users earned points in weekly challenges to make their way to the top. Along the way they discussed men’s topics like football championship and “what it means to be a real man”. Most active users won prizes from Old Spice, and the winner earned an appearance in Maxim magazine.
  • We noticed that the neighborhood surrounding the House was dominated by “Momma’s Boys” - girly guys and other “non-real” Men, who painted cars pink, brought sweet dramas to the Cinemas and fashionable clothes to the Store.Members of the Brotherhood were challenged to defend their territories - Garage, Store and Cinema and make them manly again, in a series of multiuser games and activities
  • Old Spice Татьяна Тимофеева и Шэннон Куллум

    1. 1. RID RUSSIA OFMAMA’S BOYS
    2. 2. SAVE AN ICONOF MANLINESS
    3. 3. MANLINESS = AUTHENTIC
    4. 4. AUTHENTIC = COOL
    5. 5. CELEBRATE YOURAUTHENTIC MANLINESS
    6. 6. ATTENTION PARTICIPATION INFORM INSPIREGENERATING TRANSACTIONS CREATING MOVEMENTS
    7. 7. THE REAL MENBROTHERHOOD
    8. 8. PHASE 1: MANLY ACTS
    9. 9. PHASE 2: THE BROTHERHOOD HOUSE
    10. 10. PHASE 3: THE WAR AGAINST MAMA’S BOYS
    11. 11. PHASE 4: ROAD TO FRESHNESS
    12. 12. RESULTS
    13. 13. Building Loyalty: Video series “ I’m a real man” had more than 650 000 views on YouTubeMore 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
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