Procter & Gamble – Cheena Old Spice
Main objective of our campaign was to grow penetration of deodorants among Kazakh men, as we estimate it to be less than 25%.
The purpose and objectives of the project:
Main objective of our campaign was to grow penetration of deodorants among Kazakh men, as we estimate it to be less than 25%. Most of men either don’t see the need to use deodorant or perceive odor care as something not masculine. Cheena campaign by Old Spice aims to break those barriers.
Implementation of the project:
- Locally-relevant claim that is a tweak of Kazakh proverb: «Исіңе сай – астыңа тай» meaning “The better your scent – the better your horse”.
- Character Cheena (Сhingizkhan) promoting scent as an attribute of masculinity.
- Song and video “Cheena” made with popular band IK, became an iconic trend on YT and TikTok.
- Promotion via media, bloggers, outdoor ads. and festivals
Results:
More than 31 million organic views on YouTube
Song officially became the main TikTok music of summer in Kazakhstan with >2 billion views and was in top-1 Apple Music KZ for more than a month; Campaign overdelivered organic reach KPIs by 15 times and stimulated sales growth of male deodorants in Kazakhstan.
Additional Information
YouTube original video
Tengrinews: top summer track 2023
Steppe: top Kazakhstan songs 2023
Tik-Tok release