Old Spice Latotas sobre Barrotas

The Old Spice influencer marketing campaign featuring influencers Ricky and Jake, culminated in the iconic "Latotas sobre Barrotas" hero content, was a resounding success in terms of creative strategy and reach.
But what made this content so effective?

The selection of Ricky and Jake was no coincidence. Their personalities and styles aligned perfectly with the youthful image Old Spice aimed to project. Thanks to the influencers' popularity and the content's viral nature, the campaign exceeded all expectations in terms of reach, becoming the most interacted content, with the highest number of views and a 100% positive sentiment.
All content was produced in-house.