To create a sense of immediacy and to maximize engagement, the campaign ran for eight short days, unfolding in four distinct phases.1. Influencer SeedingCraigslist/LinkedIn ads and PR kits helped seed the backstory.2. Fabio Blitz We used a mix of grassroots alternative weeklies, targeted digital media and high-profile TV to spark awareness and engagement, driving fans to Fabio's Facebook page, Twitter account and YouTube channel.3. Fabio TauntsVideo content provoking the Old Spice Guy was featured on Fabio’s YouTube channel, including a video challenging him to a digital duel – supported by a Twitter Promoted Trend.4. “Mano a Mano in el Baño”Finally, the battle came to life on YouTube where fans could vote for a winner by clicking an in-video link. This was extended to a variety of channels/communities, with conversations and subplots emerging on Google+, Tumblr, Reddit and even a live appearance at a local news channel.

The campaign was created to ignite conversation and re-energise a fan base:•Over 700 million earned media impressions.•21 million YouTube views in one week.•More than 78,000 'likes' and comments on Facebook (up 211% from the 2010 “Response” campaign).•More than 64,000 mentions on Twitter, reaching over 98 million users.•More than 500,000 “votes” and 53,000 comments on YouTube.•68,000+ new fans, followers and subscribers on Twitter, YouTube and Facebook.