Our formula was effectively simple. A team of researchers along with copy writers & Art Directors bought to life the personalized unique Mr Mantastic voice online. As the opinions started flowing in, tagged or otherwise, hashtagged or not. The team researched and profiled them, created a response tailored to their personality with illustrations that best visualized their interests and likings. All this was then put on one canvas to form the personalised mantastic response for the user. Hundreds of tweets were send out and severely negative sentiments were overturned with a simple stroke of personalization and real-time wit.

The campaign generated 1.2 billion media impressions and became the only indian campaign to feature in the top 10 marketing campaigns of 2013 in all the top 8 daily publications. Overall campaign awareness was up 70%, Brand Awareness 78%, while Purchase Intent increased by 15 points. 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. The campaign was extremely effective in getting people’s attention and help break the “it’s for my Dad” perception around the brand in India