With data suggesting that more than 60% of men’s body washes are purchased by women, Old Spice created an innovative real-time response campaign starring Isaiah Mustafa, who proclaims in an ad to female viewers that their man could smell like him. Isaiah then provided video responses to comments on Twitter, Facebook and other platforms, engaging with fans on a more intimate level.

The campaign resulted in more than 20 million YouTube views by the third day, and subsequent Facebook fan interaction increases of 800%, a Twitter following increase of 2,700%, and a 107% jump in sales.