hbc with the social media win!
It wasn't all that long ago that Instagram welcomed advertisers - largely dominated by big name "lifestyle" brands.
Aaaaaand then there's Old Spice - your sarcastic and irreverent deodorant who you probably wouldn't put in the category of "lifestyle" however their storytelling ability with their latest Instagram campaign is an interesting one. Through a series of hashtags this HBC player is giving consumers the opportunity to "choose their own adventure" in a series of wacky comics!
Ah ha! So Old Spice, you are both funny AND smart. Two thumbs up.