Old Spice viral ads break records with 5.2m YouTube views

19/07/2010

The Old Spice channel became the most viewed on YouTube last week, after the men's grooming brand recorded more than 5.2 million views for its viral marketing videos in less than three days. The brand's Twitter followers grew from 3,000 to 48,000 during this period.

"Today could be just like the other 364 days you log into twitter, or maybe the Old Spice man shows up @OldSpice," the company tweeted on Tuesday. The brand uploaded about 185 videos of one minute duration on Tuesday and Wednesday last week to YouTube, in which the Old Spice model Isaiah Mustafa responded to questions from the Twitter, Facebook, and Reddit communities.

19/07/2010

In his characteristic "Old Spice guy" style, he fielded questions from journalists and fans, including actresses Alyssa Milano and Demi Moore. The ads were created by agency Wieden & Kennedy.

The original ad featuring Mustafa, which appeared earlier this year, portrayed him as an alpha male who claimed that using Old Spice will make a man smell like him.

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