3. OS Team

Wieden + Kennedy is Old Spice’s agency of record.

We talked with W+K’s Josh Millrod, a digital strategist behind the YouTube/Twitter campaign, to find out how the agency pulled the whole thing off.

The YouTube/Twitter team was very strategic in choosing which online comments to have the Old Spice Man reply to.  If a certain comment presented  creative opportunity, the group was all for it (1). The campaign was most successful in targeting communities rather than individual influencers.

Ian Tait, Old Spice’s Interactive Creative Director, credits the explosion of user response to the fun the team had while creating the responses. He feels that people could sense their fun through the Internet (1).

W+K’s Dean McBeth, Old Spice Community Director and Creative Strategist, gives all of the details of the YouTube/Twitter campaign in this interview with SocialFresh.

The full credit list for the YouTube/Twitter campaign is here.

Thanks to:
(1) The Team Who Made Old Spice Smell Better