OLD SPICE
GentleMan’s Blend: LIVE
THE PRODUCT
The Old Spice GentleMan’s Blend collection are premium men's grooming products that are so good – full of moisturizers and scents like Mint and Lavender, and designed to be gentle – that even the most discerning women in your life will go to new lengths to try to steal them for themselves.
Official Product Claims:
- 2 Moisturizing Ingredients
- Premium scents like Mint and Lavender
- Designed to be gentle on skin
- It is free of parabens, dyes and phalates
THE BRIEF
- Looking for best practices and ideas for a livestream plus supporting media on TikTok. Ideas would be specifically around the LIVE and an In-Feed Content Series to support livestream.
- Creative: Unique, high-impact custom content: live selling events format.
- Focus should be more on doing something unique on the LIVE, and the goal of sales is a secondary objective.
- Media Ask (Weiden + Kennedy): Drive awareness and credentialing Old Spice GentleMan’s Blend
- Key Beats: March 2022 (launch period), June 2022 (Father’s Day)
- Content Brief: Women have an endless supply of premium body washes & deodorants that deliver function while also pampering their skin. Do they really have to come into the small section of a bathroom that is a man’s to take his Old Spice?
- More Content Brief: Sweatshirts, the perfect lounge chair, that Turkish bath towel set … when you share your life with someone, you have to share a lot of other stuff too. But there are just some things that aren’t meant to be shared, like Old Spice GentleMan’s Blend Body Wash & Deodorant.
- Challenge: Show why the women in your life want to steal your old spice GentleMan’s Blend.
THE PROPOSAL
THE BOYFRIEND BATHROOM TOUR: CONCEPT
Let's take the concept of stealing your boyfriend's deodorant, and inflate it to a cartoonish level of amusement. During this LIVE we'll have a female creator (preferably one half of a well known couple) going through her boyfriend's place to find all the Old Spice GentleMan's Blend products and show them to viewers.
We'll keep the watchability of the LIVE up with her indiscretion in her search, tearing the place apart with nonchalance. (Think: Kelly Clarkson's "Since U Been Gone", but less mean-spirited.) Every time she finds a product, she shows it off and does a little giveaway.
We'll keep people watching with the catharsis of watching her make a mess, and perhaps top it off with an ending of her significant other coming home and witnessing the disaster.
We'll keep people watching with the catharsis of watching her make a mess, and perhaps top it off with an ending of her significant other coming home and witnessing the disaster.
THE BOYFRIEND BATHROOM TOUR: PROMOTIONAL ASSETS
PRE-LIVE:
SPARK ADS
Before launching the LIVE, we'll promote it on TikTok with Spark Ads from the creator who will be hosting. She can explain how she's hosting the Old Spice scavenger hunt because she uses her significant other's Old Spice products more than he does, much to his dismay.
DURING LIVE:
LIVE SHOPPING
During the LIVE, we'll run Shopping Ads encouraging users to tune in, as well as making it easier to purchase a product as soon as it's found in the scavenger hunt. Keeping the energy of the LIVE up will be paramount, so the goal will be to have good pacing, evenly spacing each found item throughout the stream with banter sprinkled consistently throughout. It may be worth it to have two hosts with good chemistry, one to perform the search, and one to film the LIVE.
POST-LIVE:
INFEED COLLECTION ADS
Finally, to wrap up the campaign, TikTok will run Dynamic Showcase Ads in the days after the LIVE, driving to featured items seen in the LIVE. These can be targeted towards those who tuned in and feature either the best moments in the LIVE as a recap, or pieces of content made with the hosts revisiting some of their favorite moments– all with direct links to the products featured.
THE PRODUCTION
Advice on designing the LIVE around well-planned segments and keeping energy high was taken to heart in the version of the idea that was taken to final. Advice on ad products for before, during, and after the LIVE was also executed.
In the end, Old Spice still launched a more engaged story type of live rather than the typical QVC live. They went live from their creator’s handle: @AdamW (16.2M followers). This concept was structured more like a mystery, keeping viewers invested until the reveal.
WHO STOLE MY OLD SPICE?: CONCEPT
Adam went live with 5 different girls and does a series of interrogations and challenges to find out who stole his Old Spice Gentleman’s Blend. In this 20-25 minute live, Adam did the following challenges and promotions of coupon codes in between each challenge. (Which all took place in Adam’s bathroom):
1.) A blindfolded smell test 3 of the girls armpits to see which one used his gentleman’s blend body wash
2.) 30 seconds on the hot seat: 1 on 1 Interrogation while conducting a real lie detector test
3.) Two truths and a lie
Adam went live with 5 different girls and does a series of interrogations and challenges to find out who stole his Old Spice Gentleman’s Blend. In this 20-25 minute live, Adam did the following challenges and promotions of coupon codes in between each challenge. (Which all took place in Adam’s bathroom):
1.) A blindfolded smell test 3 of the girls armpits to see which one used his gentleman’s blend body wash
2.) 30 seconds on the hot seat: 1 on 1 Interrogation while conducting a real lie detector test
3.) Two truths and a lie
Organic spot on Adam’s account before LIVE was announced. (Click to view)WHO STOLE MY OLD SPICE?: PROMOTIONAL ASSETS
PRE-LIVE: SPARK ADS
Preceeding the LIVE, Adam posted two pieces of creative. The first as a Spark ad that touched the concept of having his GentleMan’s Blend stolen.
PRE-LIVE: SPARK ADS
Preceeding the LIVE, Adam posted two pieces of creative. The first as a Spark ad that touched the concept of having his GentleMan’s Blend stolen.
Then, Adam posted a teaser trailer for the LIVE programming– one that framed the mystery like a dramatic movie trailer. This sucessfully felt native and sparked curiosity among the audience.
The Live Event Anchor Spark Ads were successful in driving awareness and getting users to sign-up for the upcoming Livestream event.
Teaser trailer from Adam’s account to promote the LIVE.(Click to view)
The Live Event Anchor Spark Ad allowed users to register for the event right on the For You page.
DURING THE LIVE: LIVE SHOPPING EVENT & ADS
LIVE Shopping Ads drove traffic to view event as it was happening in real time and users could shop Old Spice products right from the LIVE page.
LIVE Shopping Ads drove traffic to view event as it was happening in real time and users could shop Old Spice products right from the LIVE page.
POST-LIVE: SPARK ADS
After the LIVE, Adam also ran a Post Event Spark Ads to drive FOMO and increase brand awareness and sales. This video recapped some of the best moments of the LIVE as a way to keep Old Spice GentleMan’s Blend at the forefront of consumers’ minds.
After the LIVE, Adam also ran a Post Event Spark Ads to drive FOMO and increase brand awareness and sales. This video recapped some of the best moments of the LIVE as a way to keep Old Spice GentleMan’s Blend at the forefront of consumers’ minds.
Collection Ad add-ons allowed users another chance to purchase products, even if they missed the LIVE.
(Click to view)
THE RESULTS
Spark + Live Event Anchor Performance
Live Shopping Ads Performance
Live Shopping Event Performance (for Adam W)
Post Campaign Ads Performance
Spark + Live Event Anchor Performance
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306.7K Engagements
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305.3K Likes
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908 Comments
- 538 Shares
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38.4M Video Views
-
27.6M Reach
Live Shopping Ads Performance
- 36.5K Tune-Ins
-
716.8K Reach
Live Shopping Event Performance (for Adam W)
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1.3M Total Livestream Views in the FYP
- 56.7K Total Tune-Ins
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190.2K Engagements
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4.4K Comments
-
184.9K Likes
Post Campaign Ads Performance
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12.6M Reach
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118.2K Engagements
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117.9K Likes
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204 Comments
- 91 Shares
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20.5M Video Views