The answer? Have "The Man Your Man Could Smell Like" like post custom video responses to his fans.In two and a half days, we filmed 186 video responses, starting with fans who had already commented about the campaign including well-known and influential people like Perez Hilton and Ellen DeGeneres. These initial video responses went live across all of Old Spice’s social media channels and, along with a Twitter promoted trend, fuelled widespread interest in the campaign and elicited even more comments from fans.For the next two days we pulled from real time questions on twitter, Facebook, reddit and more and posted real time responses on YouTube.

The “Response” campaign would go on to become one of the most popular interactive campaigns of all time.Building Relationships• 300K direct consumer mentions of “Old Spice” online• Twitter followers increased 2700%• Facebook fan interactions increased 800%• Facebook fans increased 60%• OldSpice.com traffic increased 300%• Old Spice became the #1 All-Time Most Viewed and #1 Most Subscribed Branded Channel on YouTubeViews and Impressions• 40MM YouTube views in less than a week• 200MM impressions on Twitter alone• 600MM in earned (free) media impressions