‘The Man Your Man Could Smell Like’ made a big splash in early 2010, but we wanted to use that success to have a more direct, engaging conversation with fans. The result was the ‘Response’ campaign, an experiment in real-time branding in which the Old Spice guy personally responded to fans online. Over 186 messages were created in just over two-and-a-half days of production; the work went on to record more than 65 millions views, making it one of the fastest growing and most popular online campaigns in history.
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