"The Man Your Man Could Smell Like" became a cultural phenomenon in 2010 and we wanted to leverage this success to have a more direct, engaging conversation with our fans. The idea was to develop an interactive event in which the Old Spice guy personally responded to fans in real time on the Internet.

In the end, 186 response videos were created in two and half days of production.

To help ignite the conversation and generate coverage, we identified and seeded some of the first response videos to key media, influencers and online communities. We also helped provide a real time view of the campaign as it unfolded.

The work would go to record more than 65 millions views, making it one of the fastest growing and most popular interactive campaigns in history.

Once we identified the key targets, we set out to create and seed the very first personalized response videos specifically for this group.This included, media outlets and influencers like Creativity, Los Angeles Times, The Ellen Show and Perez Hilton.Next, we approached influential online communities, like 4chan, Digg and Reddit for the Old Spice guy to interact with. Communications and interactions were specific to the nature of the community.Finally, all along the way, we worked closely with a wide range of journalists - spanning broadcast, print and online - to provide a real-time view of the campaign as it unfolded. This included providing media with the most newsworthy videos and facilitating a number of interviews on set to maximize exposure of the campaign.

Views/Impressions-65MM views of the Response campaign.-600MM in earned media impressions.-1.8B impressions for the integrated "Smell Like A Man, Man" campaign (including the Response campaign).ROI-The "Response" campaign earned an equivalent of $9MM in free media. Sales- During the height of the campaign, Old Spice became the number one brand of antiperspirant/deodorant and body wash in both sales and volume with growth in the high single/double digits.- According to Nielsen for the week ending July 13, 2010 versus one year ago – Old Spice body wash sales increased 27 percent after February campaign launch, 55 percent after the second spot and 107 percent after the response videos.