Gifting
Wake (Your) Man
During the pre-holiday season, many of us face the dilemma: what to choose among all the gift sets vying for our attention at the point of sale? A study by Julian Givie revealed an interesting fact – gift givers often overestimate the value of gifts, while recipients appreciate thoughtfulness and a personal touch more. This inspired us to create a campaign that simplifies the selection of the perfect gift while simultaneously connecting it with the distinctive humor and legendary spirit of the Old Spice brand. The result? A promotional campaign designed to show in a fun way that the Old Spice gift set is much more than just a last-minute solution – it’s a thoughtful choice that appeals to the man in every guy.
| Client |
Orbico
|
| Service |
Shopper marketing
Creative and design
Web pages and apps
Social media
|
| Team |
Diana Gajić
Anja Grabar
Darja Štukelj Rus
Urška Štokelj
|
| Year | 2024 |
Influencers Connecting Generations
During the campaign, we aimed to reach the broadest possible target audience, so we invited online influencers who effectively appealed to various age groups—from young adults to more mature audiences. The influencers created content on their profiles that, through personal stories and entertaining presentations, highlighted why Old Spice gift sets are the ideal choice. Their posts not only showcased the products but also communicated the key message of the campaign—awakening a confident masculine character—in a subtle and relaxed manner. The result was increased follower engagement and significantly higher brand recognition during this crucial purchasing period.
PR Packages That Attract Attention
To provide the influencers with an authentic campaign experience, we sent them red gift packages that immediately radiated the character of the Old Spice brand. In addition to the products, the packages included an original gift—an alarm clock—to emphasize the campaign’s key message: it’s time for real men to wake up. Designed with attention to detail, the packages also featured a personalized message and a QR code linking to an exclusive TikTok filter. This approach went beyond traditional promotion and created an unforgettable moment that uniquely connected influencers with the brand.
TikTok Filter That Delighted Users
One of the most innovative elements of the campaign was an interactive TikTok filter that allowed users to have fun exploring their "Old Spice character." Using a "this or that" quiz-style filter, users answered questions and ultimately received a recommendation on which gift set best suited their style. This innovative approach enabled consumers to discover, in an entertaining way, which scent matched them best. The filter was very well received and contributed to increased brand recognition and sales of the gift sets.
