Old Spice × Greek Gaming Culture

From product launch to multi-year ambassador partnership

Να χτίσουμε relevance μέσα σε μια κουλτούρα που δεν ανήκε στο 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.

Η Προσέγγιση

Μια καμπάνια δομημένη ως πορεία, όχι ως στιγμή.

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

Η Δουλειά