Objective

Today, brands are in an epic battle for consumer attention with 85% of people using other devices while watching TV. More channels and screens for consuming content have made it more difficult than ever before for brands to make an impact.

As the NFL season kicked off, Old Spice wanted to build a social presence that was highly relevant and engaging among football fans as they watched games. To drive awareness that the Hardest Working Collection has the most powerful Old Spice antiperspirant/deodorants and body washes in the world, the brand needed a campaign that, like its collection, worked harder.

Solution

Mediaocean social sync was deployed to deliver bespoke GIFs for each big-play moment, when NFL fans are most likely to turn their attention to social media in Old Spice’s Live Von Air campaign. Each time the Broncos had a big play such as a touchdown, field goal, safety, sack, or field-goal block, went to halftime, or won the game, Mediaocean delivered a GIF on Twitter of Von Miller celebrating.

Mediaocean social sync provided a turnkey solution during the NFL season, ensuring the Von GIFs would be delivered at precisely the right moments by detecting in-game activities and delivering real-time ads on Twitter.

Results

The campaign drove over 50 million impressions and achieved an engagement rate 11% above benchmark averages. User sentiment among our target was overwhelmingly positive, as Broncos fans and news outlets frequently shared campaign creative.

Multiple celebrities and influencers including Jordin Sparks (American Idol), Annie Apple (NFL mom), Matt Prichard (KOAA journalist), Denver7 News, and Von himself engaged with the GIFs. Von GIFs also saw widespread use as a play-by-play language among Broncos fans and non-fans alike. Additionally, Live Von Air received Bronze Distinction for best Use of GIFs at the 2017 Shorty Awards.

Most importantly, of those consumers exposed to Live Von Air, there was a demonstrable sales lift for Old Spice.