After the launch of the 'Old Spice Guy', Old Spice became an incredibly popular brand among young guys around the world. However, a year after his introduction his popularity began to fade. Our challenge was to reverse this downward trend and find a way to rekindle the relationship between the 'Old Spice Guy' and his fans. Our idea was to replace 'The Man Your Man Could Smell Like' with Fabio in a multimedia narrative that ultimately pitted them against each other in an internet battle for spokesperson supremacy.

For five straight days, the campaign utilised the power of YouTube to announce 43 total gifts. In some cases they were small personalized presents to individuals. In others they were grand gestures to large groups of people. And sometimes, the medium itself was the gift, for example:•A billboard posted in Billings, Montana, thanking the community for its recreational project.

•Soothing late-night TV commercials aired on KTBY for Alaskan insomniacs.•Job recommendations for Baltimore job seekers (placed in the Baltimore Sun)•A personalized Yahoo! banner ad ran for a fan on her birthday•A website for action-movie lovers: http://www.devastatingexplosions.com/We also scoured our social channels to find deserving fans and sent each of them a customised gift. And finally, we actively managed our communities to nurture the conversation and ran I-media within holiday content across the web to ensure awareness to our target consumers.

Dominate share of conversation: Old Spice successfully dominated the social networks during the holidays:•Over 75% of conversations in social media were around “Manta Claus”.

•574m impressions•Over 3m YouTube views in 5 days and 27,000 comments and ratings, with an astonishing positive sentiment of 98.6% •An increase of 913% in Twitter mentions and a 500% increase of people talking about the brand on Facebook