We created an Old Spice Pinterest board filled with beautifully shot, incredibly time time-consuming and completely useless, craft ideas for moms to make with all their sons’ empty Old Spice containers. We even got some mom bloggers in on the game, inspiring them to create and post their very own tutorials for a gloriously misguided (but aesthetically pleasing) Old Spice crafts.

Not only did the crafts make moms laugh, but they answered the age-old question of “What do I do with all these empty Old Spice containers?” Now all moms can rest a little easier knowing they have a place to turn for all their deodorant koozie, decorative ponytail, and body-spray foosball needs!

We launched on Pinterest in July to complement our larger Wild Collection campaign launch. Following the launch, we served moms who had engaged with the pin a :06 product-benefit video tailored for them (“Invisible Boy”) to further drive awareness of Old Spice. Static pins and video pins ran on Pinterest through early September. We worked with the Pinterest Collective to further elevate our irrelevant take on DIY pins. Esteemed-blogger HonestlyWTF built custom pins and shared them on her Pinterest page to add credibility and scale.

Our pins got 19 million impressions, with over 900,000+ engagements. The engagement rate of 5.6% crushed Pinterest's 2.8% benchmark, which was complemented with a 7.6% engagement rate on our custom parody crafts with popular DIY blogger - HonestlyWTF. More importantly, it drove brand love in the hearts of moms worldwide as the brand achieved a 3.9% lift in purchase intent. We’ll call that the mom seal of approval.