Old Spice Sales Up 107 Percent In The Last Month, Thanks To Ad Campaign

adweek.com:

"We had been talking to guys for 70 years," says James Moorhead, brand manager of Old Spice. "This campaign took a slightly different twist. We wanted to start a dialogue between men and women and boyfriends and girlfriends." Wieden then created a real-time social-media bonanza during the week of July 12, which had Mustafa responding to questions from Twitter and blog commentary with personalized videos that after an exhaustive three-day production ended with a collection of 186 custom messages.

Read the whole story: adweek.com