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Viral Old Spice ad campaign goes viral, gets results

Jul 28, 2010 9:10:00 AM - thestate.com
In one of the largest viral video ad campaign ever launched, Old Spice swarmed YouTube and reaped rewards. Sales of Old Spice Body Wash reportedly have risen 107 percent in the last month.

Nielsen reports that sales of the product pitched by ex-football player Isaiah Mustafa in witty TV and internet ads posing as responses to Tweets from regular people and celebrities rose 55 percent in the last three months.

The Procter & Gamble Co. brand released more than 180 videos featuring Mustafa responding personally to online queries or comments from Web users, including Ellen DeGeneres and Alyssa Milano.

The videos, all of which feature Mustafa in a towel speaking directly to the camera, were steadily released over several days starting in mid-July. On July 16, they accounted for eight of the most popular 11 videos on YouTube and more than 21 million views in total.

The "Smell Like a Man" ad campaign was launched earlier this year by Portland, Ore.-based ad agency Wieden+Kennedy. The television spots have been popular and the first TV spot won a Cannes advertising festival award.

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