The effectiveness of the old spice adverts.

The ad amassed 220,000 YouTube views in the few short hours after the Super Bowl (it was first aired during the superbowl), and the video continually gained about 100,000 views every few hours. Even comments on sites like 4Chan and YouTube were overwhelmingly positive. The video had gone officially viral.

Months later, when the campaign had seemingly hit its high point, marketing agency Wieden & Kennedy dreamt up one of the most memorable social media campaigns to-date: A two-day marathon of high-quality, personalized video responses to questions asked by fans on Twitter and YouTube—set up, shot, and published online in Mustafa's own bathroom.

Produced by a small team of four writers, a camera crew, and one shirtless actor, each video response maintained the humor level. Some of the best videos featured the Old Spice Guy beating a pirate piñata with an oversized fish, helping a guy propose to his girlfriend, and flirting voraciously with actress Alyssa Milano. In 48 hours, Old Spice earned nearly 11 million video views.