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.

The campaign was created to ignite conversation and re-energize the fan base: •Over 700 million earned media impressions•21 million YouTube views in 1 week•More than 78,000 'likes' and comments on Facebook (up 211% from the “Response” campaign)•More than 64,000 mentions on Twitter, reaching over 98m users•More than 500,000 'votes' and 53,000 comments on YouTube•68,000+ new fans, followers and subscribers on Twitter, YouTube and Facebook•As a result, Old Spice now has more fans, followers and subscribers in social media than the US government, NASA, and the White House combined

The Fabio story was a very ambitious multimedia narrative, so we needed a very detailed and orchestrated approach that spanned traditional and non-traditional channels:1. Seeding and InfluencersCraigslist/LinkedIn ads and PR influencer kits helped seed the backstory.2. Fabio Blitz 4 TV spots and a series of print ads launched Fabio’s campaign and pushed people to his Facebook page, Twitter handle and YouTube channel. 3. Fabio TauntsAdditional video content provoking the Old Spice Guy was featured on Fabio’s YouTube channel, including a video challenging the Old Spice Guy 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 voted for their expected winner. This was then extended to a variety of channels/communities, with subplots emerging on Google+, Tumblr, Reddit and even a live appearance at a local news channel.