The purpose and objectives of the project:

Old Spice in Kazakhstan faced a significant challenge due to low male deodorant category penetration, stemming from the belief that real men shouldn’t care about their scent. To overcome this, Old Spice developed campaign to resonate with the local market by introducing Cheena – a modern Kazakh male role model.

Implementation of the project:

To overcome the challenge, OS developed a concept based on local insights and proverb. Brand embraced Kazakh heritage, using the horse, and collaborated with Irina Karatovna to resonate with the local market. The campaign included OOH, promo and digital marketing activities. Over 1,000 man-hours were invested by 50 employees, with significant funds allocated to creative and marketing efforts.

Results:

Brand metrics and sales rose by over 20%.

The 360° campaign achieved record results, going viral on social media, becoming TikTok’s track of the year with 3.2M UGC videos generating 3B views. The track hit #1 on Apple Music in Kazakhstan,39M streams,120M YouTube views, and entered the top 100 best Music Videos globally.