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Old Spice – The Man Your Man Could Smell Like

More than 60% of men’s body washes are purchased by women. Old Spice poked fun at themselves with an innovative realtime response campaign, starring Isaiah Mustafa. He acts out charming and manly stereotypes whilst claiming to the female viewer that their man could smell like him, instead of some girly fragrance. The first ad was so successful that in the following days Isaiah appeared in 186 video responses to people from Twitter, Facebook and more, engaging with fans on a more intimate level.

The campaign received more than 5.9 million YouTube views on the first day and more than 20 million by the third day. Old Spice’s Twitter following increased 2700%, their Facebook fan interaction went up 800% and traffic to OldSpice.com went up 300%. Sales were also up 107%, making Old Spice the number one men’s body wash.