Campaign details
Brand: Old SpiceBrand owner: Procter & GambleLead agency: MediaCom Connections Tel-AvivContributing agencies: YouTube, GoogleMarket: IsraelIndustries: Fragrances, perfumesMedia channels: Content marketing, Online video, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
Old Spice was launching in Israel in 2019 and, despite running one of the world's most successful ad campaigns of the last decade, the target audience of teens and young adults had extremely low awareness of the brand.
Recognising that young Israeli men's media consumption is dominated by YouTube, we...