Company: Procter & Gamble
Campaign: Old Spice Fresh Collection Internship Challenge
Agency mix: PainePR, Wieden + Kennedy
In-house team: Jim Urbaitis, product marketing lead; Tonya Hornsby, marketing manager; Mike Norton, external relations director; James Moorhead, brand manager
In mid-March, P&G's Old Spice launched a line of subtle-scent deodorants and antiperspirants, a departure from its standard potent scents aimed at 15- to 34-year-old men. The PR team, including AOR PainePR, developed an integrated marketing campaign around the adventure-themed global destinations that inspired the scents.
Mike Norton, director of external relations for male grooming at P&G, says, "It's a way to surround guys to get them thinking about a new product to the market. They haven't seen this with this type of scent."
A focal point of the campaign is a contest where the winners assume an internship title and act as brand ambassadors on four-week trips to scent-inspiring destinations, including Fiji (pictured) and the Swiss Matterhorn. They also receive $5,000.
Jackson Jeyanayagam, director at PainePR, says: "We wanted to create an aspirational adventure theme, so when they thought of the product, they thought adventure. We wanted to make it as relevant for the target as possible."
During the program, which runs through June, winners will document their extreme sports adventures via a Flip cam and social media updates. They will also maintain Facebook adventure pages and battle for followers.
"Guys seek information and experience online," says Norton. "[Social media] must be part of the traditional marketing mix. Our 435,000 [Facebook] fans have given people the opportunity to experience the product."
Snowboarder Gretchen Bleiler and surfer Anastasia Ashley were tapped to be "mentors" and to promote new products via humorous and behind-the-scenes videos, a photo shoot, and a blog at oldspiceadventure.com.
The team also led sampling to fraternities, travel groups, extreme sports groups, intermural sports teams, and consumers at events such as South by Southwest.
Media relations involved press kits, a media junket, and outreach to men's consumer books and blogs, such as Holytaco. com, which arranged a video Q&A with Bleiler and Ashley.
While digital plays the largest role in the effort, the strategy also needed to include TV, print, and digital ads, as well as event sponsorship with organizations including NASCAR.