Stat-tacular Old Spice Case Study by W+K

• Old Spice accounted for 75 percent of conversations in the category in the first three months of 2010. • Half the conversations came from women. • The YouTube/Twitter social media response campaign was “the fastest-growing and most popular interactive campaign in history.” • More people watched its videos in 24 hours than those who watched Obama’s presidential victory speech. (Which most of us can agree is kinda sad.)