P&G wanted to explore the potential of its GenZ audience in Bulgaria through one of its most beloved brands – Old Spice. They also needed to communicate a new product line, as a secondary task.

How does a brand so heavily associated with good smell, talk about itself and position itself in the gaming environment, where smell is not yet possible to transmit? We took the one thing common to all game characters: they all move a lot and therefore, they must sweat and start stinking.

We created a device that amplifies that message in a very visual way – a giant nose with a gauge that goes from "Smells" to "Doesn't smell".

We wanted to engage the Bulgarian gaming community with the Smellmeter, so we introduced it in a live stream of the biggest local Twitcher – Preslav Ivanov. He showed the device and connected it to Red Dead Redemption 2: a game notable for the character that visually gets dirtier and stinkier as the missions progress.

We gave the audience the opportunity to help un-smell the character by typing in the live chat. And we handed out Old Spice gift packs to the ones who took part.

20 872 chat messages were typed live while the stream was up on Twitch

246 600 minutes were watched (live and VOD on Twitch in the first week after the stream)

We achieved Old Spice Bulgaria's highest ever engagement by more than 1200% compared with their previous piece of content with the highest engagement.

82% of the whole audience reached and engaged with was from our GenZ target.