Old Spice x The Witcher

Influencer Marketing in addition to PR activities

Rubikon PR also handled communication with selected Czech influencers, who we successfully managed to secure interest in participating in the accompanying event. The client subsequently chose one of them to attend the event in Poland and all communication between the influencer and the client regarding the execution of the cooperation, the final form of the publications and other aspects was ensured by us.

Communication goal: Raising awareness of the collaboration

The aim of the communication was to introduce the new limited edition Old Spice products with White Wolf fragrance and to raise awareness of the first collaboration between Netflix and P&G in Europe. At the same time, through the cooperation with a selected Czech influencer, the communication managed to raise awareness not only of the new edition of Old Spice fragrance, but also of the accompanying event, which was attended not only by influencers from all over Europe, but also by actors from The Witcher series, reaching not only millennials and older generations, but also Gen Z via social networks like TikTok and Instagram.

Cooperation successfuly resulted in great media coverage and and social networks presence

After the event, a press release was subsequently issued informing about both the new limited edition products and the accompanying event. When distributing the press release, we focused primarily on relevant marketing and lifestyle media. Through communication in these selected media and on influencer social networks (Instagram + TikTok), we successfully managed to raise awareness not only of the brand itself, but also of the collaboration with another major brand, Netflix, and introduce the edition to the general public, i.e. those who use Old Spice products or might be interested to try them and might be also fans of The Witcher.