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:                               Building Loyalty:    Video series “ I’m a real man” had more than 650 000 ...
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
Saatchi & saatchi russia, old spice for digital branding, june 5, 2012
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Saatchi & saatchi russia, old spice for digital branding, june 5, 2012

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

  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: Building Loyalty: Video series “ I’m a real man” had more than 650 000 views on YouTube 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” applicationMore than 130,000 users installed the “Old Spice Men’s Brotherhood” application 108,000 people joined “Old Spice Men’s Brotherhood” on Vkontakte 108,000 people joined “Old Spice Men’s Brotherhood” on Vkontakte The percentage of active participants in the group is currently over 15% The percentage of active participants in the group is currently over 15% Positive sales growth Positive sales growth Manliness restored Manliness restored

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