Old Spice

“Make a Smellmitment”
On-Campus

GOAL

Bring Old Spice’s popular and newest campaign, “Make a Smellmitment,” to life for college-aged consumers in a fun way.

THE PLAN

We used the Old Spice “Make a Smellmitment” campaign to drive an actual, tangible call to action for college students on six top campuses. All with a tongue in cheek, irreverent way as only Old Spice can. Introducing the “Smellfie,” where students engaged with the scent profiles of Old Spice (Bearglove, Timber, and Swagger).

 

We encourage students to commit to a scent of their choice, take a “Smellfie” and then broadcast it to their peers through relevant social channels. Leveraging the existing campaign hashtag, #smellmitment, student-generated content built a robust thread of imagery associated with the “Make a Smellmitment” social footprint and created a perception of the grassroots influence the campaign had spawned.

 

Old Spice student influencers forged direct interaction with peers through on-campus activities while digital engagement tactics, including campus-specific microsites, student social media posts, and geo-fencing/IP display ads, provided support to the program.

 

At college football tailgates, we set up a larger experiential footprint, offered product samples, distributed game-day oriented premium items, and encourage “Smellfies” through a photo op setup complete with scent-specific backdrops and props.

RESULTS ACROSS
(6) SCHOOLS

  • 44,000K+ Old Spice products sampled

  • 1,000+ smellfies posted

  • 70,000+ direct impressions with fans at college football tailgates

  • 74,000+ direct impressions with students through on-campus activities

  • 1.2M social media impressions

  • 1.16M digital display ad impressions