“The Man Your Man Could Smell Like” was a huge success, but we wanted to engage with fans on a deeper, more intimate level. We thus created an interactive experience in which our character personally responded to fans on the Internet in real time—an effort that would go on to become one of the fastest-growing and most popular interactive campaigns in history.

At one point in time, Old Spice had 8 out of the top 11 videos on the Web, and the brand would go on to become the #1 All-Time Most Viewed Branded Channel on YouTube.