Case Study · Old Spice
Old Spice × Greek Gaming Culture
From product launch to multi-year ambassador partnership
Category
Grooming
Market
Greece · Gen Z Men
Format
Multi-creator · Always-on
Duration
2 years
The Challenge
Build relevance inside a culture that didn't belong to the brand.
A category that skewed older and femme led, a brand that needed to matter to Greek Gen Z men. We built the bridge through gaming creators, then scaled it into a long-running ambassador program now approaching its second year of consistent creative output.
Old Spice came to Mavericks looking to establish brand relevance with Greek Gen Z men, a cohort largely unreachable through traditional media. The grooming category in Greece skewed older and femme led, and Old Spice needed credibility inside the cultural space young men actually live in: gaming, streaming, and lifestyle creator content. The brief was not one campaign. It was a foothold inside a subculture.
The Approach
A campaign structured as a trajectory, not a moment.
Phase 01 · Launch Cohort
May 2024 – Jun 2024
Three gaming voices, one brand thread
We opened with a three-creator gaming cohort — Gun Zar, HackyGram, LegitGamingGR — chosen for distinct audience shape rather than overlapping reach. Each creator was briefed on the brand platform and left alone on the execution. The goal: prove Old Spice could live natively inside Greek gaming content without reading as an ad read.
3 creators · Gaming-native launch
Phase 02 · Cadence
Jul 2024 – Oct 2024
Content cadence, not campaign burst
Instead of a concentrated launch window, we sustained creative across months. Product stayed present the way a gym bag stays present — in frame, part of the routine, never performing. Performance signals began to cluster around one creator in particular: Gianuba.
Always-on · Multi-month presence
Phase 03 · Ambassador Shift
Nov 2024 – Mar 2025
Gianuba as the natural long-term face
Creative quality, audience response, and brand-voice fit all pointed the same direction. We moved Gianuba from cohort creator to continuous ambassador and restructured the program around a single voice with recurring deliverables, giving Old Spice a recognisable Greek face for the category.
Single creator · Always-on ambassador
Phase 04 · Long-Run Partnership
Apr 2025 – Present
Nearly two years and still shipping
The ambassador model has now run nearly two years with consistently high creative quality and zero signs of fatigue. Each new drop compounds on the last. Old Spice no longer needs to enter Greek gaming culture — it already lives there.
2 years active · Compounding
The Work
Featured Reels
6 clips
The Talent
Creators on this campaign
The Impact
Numbers that compound when a program runs longer than a campaign.
Impressions
1M+
Reach
200K+
Conversations
4K+
Partnership Duration
2 years
Status
Active ambassador
Keep Exploring
More campaigns coming soon.
Old Spice is the first of several programs we're opening up for public reading. For the rest of the roster, explore the work wall or request full case studies under NDA.
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