The document outlines a 4 phase plan to rid Russia of "mama's boys" and save an icon of manliness. Phase 1 involves manly acts, phase 2 establishes a brotherhood house, phase 3 wages a war against mama's boys, and phase 4 pursues freshness. The results section shows the video series received over 650,000 YouTube views and the app over 130,000 installs, with 108,000 joining on Vkontakte and an active participation rate of over 15%, leading to positive sales growth and restored manliness.

2. RID RUSSIA OF
MAMA’S BOYS

3. SAVE AN ICON
OF MANLINESS

4. MANLINESS = AUTHENTIC

5. AUTHENTIC = COOL

6. CELEBRATE YOUR
AUTHENTIC MANLINESS

7. ATTENTION PARTICIPATION
INFORM INSPIRE
GENERATING TRANSACTIONS CREATING MOVEMENTS

8. THE REAL MEN
BROTHERHOOD

9. PHASE 1: MANLY ACTS

13. PHASE 2: THE BROTHERHOOD HOUSE

16. PHASE 3: THE WAR AGAINST MAMA’S BOYS

20. PHASE 4: ROAD TO FRESHNESS

27. RESULTS

28. 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 YouTube
More than 130,000 users installed the “Old Spice Men’s Brotherhood” application
More 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