Old Spice "48 hour LIVE Challenge"
P&G is synonymous with product demos, but tends to be pretty conservative in their approach. Our challenge was to find demonstrate the product benefit in a way that Old Spice consumers would truly appreciate.
To that a 48-hour deodorant actually lasts 48 hours, we turned to Facebook Live for the ultimate real-time demo. We built a 3 phase approach starting with teasers to ensure people tuned in, the event itself, followed by a long tail of edits and outtakes from the original Live. The campaign broke all CPG norms and further strengthened the trust and investment in the platform.
Collaborator: Weiden+Kennedy