Old Spice: Guest Starring… Old Spice

Male personal care brand Old Spice engaged YouTubers to help run a meme-based campaign using brand ambassador Isaiah Mustafa to launch its anti-perspirants and body sprays in Israel.

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...

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