How Old Spice Drove #Legendary Social Engagement Using Micro-Influencers

How Old Spice Drove #Legendary Social Engagement Using Micro-Influencers

Though the age of the metrosexual may be over, today, guys still care about their appearance. Men are spending more on skincare products and toiletries than shaving products, increasing competition and opportunity for brands to tap into this growing need for male-specific grooming products. In fact, men’s grooming and personal care is among the fastest-growing categories in the beauty industry, estimated to generate $21.4 billion in revenue during 2016 globally.

With this increasing demand, Old Spice, the leading men’s anti-perspirant, deodorant and body wash brand, decided to go back to its performance roots with the launch of its latest “Hardest Working” Collection.

To amplify the launch of this new product line among its target demo (men, 18-40), Old Spice decided to activate micro-influencers as the driving force behind its promotion of the ‘Hardest Working’ Collection. Leveraging Mavrck’s influencer marketing platform, we set the following metrics for #legendary success: discovering and activating targeted audiences of Old Spice micro-influencers to create 2,000 branded posts, driving at least 13,000 engagements and 2 million impressions.

Old Spice’s micro-influencer army surpassed every one of these desired outcomes, generating 4.5M impressions and over 14k engagements (226% and 108% of their original goals, respectively).

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