From July 13 to 14, "Old Spice Guy" (towel-clad spokesman Isaiah Mustafah) responded to users' Old Spice references at YouTube. Short YouTube video clips featured OSG charming users with witty repartee. Links to the videos appeared on Twitter like that.

The resulting user stats were impressive: Upload views at YouTube, over 83 million; subscribers to the YouTube channel. over 140,000; Twitter followers, 92,000; Facebook Likes, 686,000. Now, that's a lot of listening fans!

How did Old Spice (and agency Wieden + Kennedy) score this multimedia coup? Here are the key ingredients that made this campaign a mega-winner:

A brave, playful strategy. Old Spice hails back to the 1930s. Observing the ironic attitude of modern man, it inversed its persona, creating a Manly Man so impossibly smug (yet so self-deprecating) that he was lovable.

Relinquishing of content. Appropriations (and imitations) of its "The Man Your Man Could Smell Like" ad appeared in droves (case in point). Users were inspired, having fun. Old Spice let them be—allowing word about its content to spread.

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