Old Spice Owns the Heat, Across Kick and Twitch
For the second campaign in its strategic partnership with Amazon Ads and WPP Media, P&G brought Old Spice into live streams with GingerLive's Streamsense Audio. Running across both Kick and Twitch, the campaign turned real, sweaty, high-energy moments into the perfect cue for a freshness message.
Instead of a fixed ad slot, Streamsense listened to what streamers were saying and served Old Spice the instant the conversation called for it, so the brand felt like a natural part of the stream.
Campaign Overview
Old Spice wanted to own the moment of heat and freshness with a young, active audience, and to do it across more than one platform. This was the second activation of GingerLive's partnership with Amazon Ads and WPP Media, and it also carried a co-promotion for the new Mario Galaxy movie alongside the Old Spice message.
By running on both Kick and Twitch, the campaign widened its reach beyond a single platform while keeping every placement tied to a real, spoken moment through Streamsense Audio.
Objectives
1. Own the Freshness Moment
Show up exactly when heat, sweat, and effort were the topic, so Old Spice's promise landed with perfect timing.
2. Go Multi-Platform
Prove that a single contextual campaign could run across Kick and Twitch and outperform a Twitch-only approach.
3. Keep It Native to the Stream
Serve ads inside the natural flow of live content so they added energy instead of interrupting it.
Technology Spotlight: Streamsense Audio
Real-Time Keyword Detection
Streamsense Audio monitors many live streams at once and recognizes spoken keywords the moment they are said. When a streamer hit a relevant word, the AI triggered Old Spice creative in real time, so the ad matched what was happening on screen.
What Triggered the Ads
Across the campaign, the keywords that most often brought Old Spice into the moment were:
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"Summer": 54%
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"Sweat": 24%
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"Moisture": 7.5%
The campaign ran on Turkish-language streams, so these are the translated equivalents of the local keywords the AI listened for.
Execution & Delivery
Scale of Activation
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👤 92 Streamers Activated
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🎥 408 Live Streams Monitored
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🎮 58 Different Games Covered
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👀 566,000 Views Delivered
Breadth of Content
The campaign reached far beyond a single genre. Old Spice appeared across major titles like League of Legends, Valorant, GTA V and CS2, and stretched into IRL and Just Chatting streams, meeting the audience wherever the conversation turned to heat and freshness.
Campaign Integration
Old Spice creative was inserted in real time on both Kick and Twitch through GingerLive's browser-based overlay, rendering instantly, adding no latency for viewers, and fitting cleanly into each creator's existing setup.
Results & Impact
1. A 0.5% CTR, 250% Above Twitch-Only
Going multi-platform paid off. The campaign delivered a 0.5% click-through rate, 250% higher than comparable Twitch-only campaigns. Running across both Kick and Twitch put Old Spice in front of more of the right moments.
2. 75% Better Engagement on Triggered Ads
Ads served through Streamsense reached 0.7% engagement, compared with 0.4% for standard placements, a 75% improvement. Context, again, beat coincidence.
3. A Clear Desktop Audience
85% of all clicks came from desktop, a strong signal for how this audience engages and acts during a stream.
Why This Campaign Matters
Contextual, and Multi-Platform
Old Spice proved that real-time contextual advertising is not tied to one platform. By pairing Streamsense Audio with a Kick and Twitch rollout, P&G reached the freshness moment wherever it happened and beat single-platform benchmarks doing it.
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One contextual campaign, two platforms, better results
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Ads triggered by real talk, not fixed slots
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Reach across games, IRL and Just Chatting alike
Conclusion
The Old Spice campaign built on GingerLive's Amazon Ads and WPP Media partnership and pushed it further, onto a second platform. Streamsense Audio delivered 566,000 views across 408 streams, a 0.5% CTR that beat Twitch-only campaigns by 250%, and 75% stronger engagement on triggered placements.
It showed that catching the right moment works at scale, across platforms, and across the full breadth of live content.
