The scents of the new Wild Collection from Old Spice are so wild that the only way to promote them was to bring onboard a spokesperson from the wild. We appointed Chief Director of Marketing Wolfdog to lead all marketing and advertising for Old Spice and created a multi-platform branded-content experience that narrated his undertakings. Since branded entertainment is free of restrictions in the United States, as long as it is distributed on the Internet, our greatest challenge was to leverage the full spectrum of digital platforms to tell the Wolfdog narrative in a cohesive manner.

Since the story unfolded using an unprecedented range of platforms, our idea demanded a media strategy that leveraged both impact and targeted placement to reach our audience and engage them through the entire week. We leveraged paid media to promote each piece of content individually and used social media to activate communities, and drive consumer interaction and deep engagement.

While an unfortunate episode ended Director Wolfdog’s short stint as director of marketing, in just over a week he achieved remarkable results for the new Wild Collection. Not only was he able to drive awareness gathering a total of 260MM impressions, but also helped to drive engagement via 24 different pieces of content such as:

• Twitter engagement rose from 1% to 3.1% compared to week prior, leading to a 8,747 increase in new followers.

• Fan interaction on Facebook resulted in 584,911 points of engagement (a 421% increase from Muscle Music) Reached 19MM people over the week.

• Earned around 4K new followers on Tumblr, a platform we leveraged for the first time. And a total time spent with all content: 276,915 minutes. That’s about 192.3 days.

• Became the first brand to implement in-game experience where the brand collaborated with gamers (vs. in-game ads), and interacted in real time with players, who also commented on various social platforms.

• Garnered 74% of category conversation in social media.