SIX BILLION VIEWS

Leading up to Super Bowl LV, P&G brands Gillette and Old Spice wanted a digital campaign that would break through the clutter and drive the cultural conversation. After a deep dive into the social landscape, we landed on the insanely popular “This or That Challenge” that was taking over TikTok. We took the challenge to the next level, building a unique branded effect so people could show how they were celebrating the Big Game, and launched it with top tier NFL talent and TikTok influencers.

Videos tagged with our campaign hashtag were viewed over 6 billion times on the platform and it was the #1 branded hashtag in the week leading up to the Super Bowl.