arc London

P&G Old Spice

Gentleman Hunt

Overview

Confused by the tension between needing to conform to a new modem male stereotype, whilst also controlling their natural urge to act and behave in a traditionally hyper-masculine manner, young UK men felt they had lost their identity within the modern world.

Using Old Spice's unique witty and quirky sense of humour, we celebrated the unique cultural nuances of men across the UK. We called it the 'Old Spice Gentleman Hunt'.

Our campaign combined digitally focused brand strategy, broadcast quality creative development and equally powerful social engagement.

The campaign delivered more than 1 million video plays across mobile and desktop. Campaign reach came in at 12.2 million unique users with 7% of those reached watching a video. There were over 62,000 interactions, with a Facebook page engagement rate of 1.7%. Compared with previous months we achieved a 225% uplift in average reach per post and an average engagement rate increase of 73%.

Highlights

Awards

  • Caples - Content marketing - Finalist

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