After the tremendous response of Old Spice's hyperpersonalized user engagement on twitter by giving users custom designed tweets based on their personalities, and later filming a live illustration activity at ComicCon, the culmination led to this campaign being set to launch on the digital platform.
Releasing this video on Twitter and Facebook and asking users to submit photos of themselves in superhero poses as our team of Mantastic designers work to making them all into the user's favorite superhero.
Below is the video animation created for Facebook and Twitter
The overall campaign awareness was up 70%, Brand Awareness increased by 78%, while Purchase Intent increased by 15 points. All key equities witnessed a lift of 5% to 10%. In three months since launch, shipment of Old Spice was 24% ahead of target and value share up 300% from before the launch of the campaign.