Old Spice Smells Social Video Success
Analysis shows that the brand has used a combination of advertising and UGC-type videos to become one of the most-watched brands in the U.S.
Old Spice has spent the last couple months blitzing YouTube with new content that’s driving both more viewers and engagement, according to new data from Tubular Labs, first reported by AdAge on Friday. Analysis shows that the brand has used a combination of advertising and UGC-type videos to become one of the most-watched brands in the U.S. Audience Rating data shows:
- In Mar. 2025, Old Spice’s unique U.S. viewers across YouTube and Facebook hit a high of 28.5 million – a 131% increase month-over-month, and No. 5 among all domestic brands.
- While its ad breaks were part of that (15-second spots like Caught Red Handed and The Expert Advice scored plenty of eyeballs), its creator partnerships were what fueled engagement (and views).
- All year, Old Spice worked with creators like Nick Urtega, Thoren Bradley, James Henry, Melyssa Galindo and others to film quick spots that feel authentic to those individual audiences, while still appearing on Old Spice’s page.
- In March, Urtega’s video generated 1.2 million views, plus 36.9K engagements, ushering in an organic conversation between Urtega’s typical audience and Old Spice, to talk about the brand.
Through strategic creator partnerships, Old Spice is reaping the benefits of authentic reach and engagement. Read more about Old Spice's video strategy over on AdAge.
