On the back of its previous YouTube triumphs, Old Spice has continued its off-the-wall digital marketing with a new video series , following the exploits of its new marketing director ‘Mr Wolfdog’- who just happens to be a wild animal.The campaign, created by agency W+K Portland, Minivegas and Old Spice’s parent company Procter and Gamble P&G, garnered over 4 million views, as well as driving viewers to a Tumblr blog and even a music track. The ads also led to almost 600,000 page views of Old Spice.com and MrWolfdog.com.
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Brand: Old Spice | Sector: FMCG, Healthcare | Country: US/ Global | Objective: Build brand enagagement, drive sales | Format: YouTube, Video
For the launch of its new ‘Wild’ collection of scents Old Spice made an unconventional hire by bringing in “someone from the wild” as the company’s new chief director of marketing. The new appointment – a man-eating wolfdog that speaks through an electronic voice collar –hopes to help men reconnect with their wild side.
The campaign featured a series of ‘how to achieve in life’ videos and love advice dispensed from the canine.
Known as Mr Wolfdog, the new chief director of marketing for Old Spice will now be releasing series of “how to succeed at life” videos, as well as managing a personal Tumblr account on a day-to-day basis.
The campaign drew to a close this week- just one week after starting- with the shock announcement that Mr Wolfdog would be resigning due to an unfortunate incident.
See his resignation video below:
