MrMantasticSays - Personalized Twitter Responses

A hyperpersonalized twitter response campaign for Old Spice India to convert negative brand sentiment into a positive one

https://www.behance.net/gallery/34464841/MrMantastic-At-ComicCon-India-Old-Spice-India
After 10 years of inactivity, P&G reclaimed the Old Spice brand and entered the Indian market in April 2013 with Isaiah Mustafa as the brand ambassador, running dubbed versions of the original American ad.   In October 2013, the brand decided to choose Milind Soman – India’s first supermodel and well renowned actor – to be the new Mantastic Man.
There were 4 different TVCs created with Milind Soman, playing a comical take on  four destinations in India (North, South, East, West) to launch the Smell Mantastic campaign.
 
Things however didn’t go according to plan as the first video garnered a lot of negative reviews on social media. To salvage the campaign, we needed an idea similar to Mustafa’s video responses to save the day. However, considering we didn’t wish to copy past successes, we decided to give our responses a more…personal touch.
 
The crux of the campaign was the originality of the content. The witty (and sometimes cheeky) responses involved everyone from day-to-day twitter users to newsmakers and even some stand up comedians, and we did not shy away from being ‘bold’ to even users that were being sarcastic What made this campaign truly a success is the speed of delivery. It is important to have a quick response time and approval processes set between brand and agency. The level of trust and faith shown by the OldSpice Brand team in our capability is commendable and rare. 
 
The campaign was further succeeded by a Live Activity at ComicCon which was then continued over to another digital activity on social media
 
Within the first 2 days,
the campaign received 5.64 million organic impressions with @oldspiceindia handle having 2.66 million impressions with 1098 mentions.
#MrMantasticSays hashtag was tweeted 272 times and reached 678115 people
Sentiment analysis showed a score of 71 on Topsy, a 21% positive spike among the users who had tweeted harshly about the campaign earlier.
 
 
The campaign has been featured across several networks, some which are mentioned below:
 
 
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