We launched the #GetReadyWithOldSpice TikTok Challenge to bring Old Spice into people’s daily routines—and onto their FYPs. The idea was simple: invite users to show how they “get ready” with Old Spice, whether that meant turning a deodorant swipe into a full confidence transformation or just flexing in a towel.

We seeded the challenge with a select group of influencers to spark momentum, and it quickly took off. The trend became a space for humor, swagger, and surprise glow-ups—exactly what you’d expect from Old Spice.

As creative and copywriter, I helped develop the campaign concept, social copy, and influencer prompts to keep the tone authentically weird, confident, and brand-right.

The challenge went viral, racking up millions of views and submissions from creators across the platform. It wasn’t just a product moment—it became a movement of self-styled, scent-powered swagger.