YouTube Campaign Helps Double Sales of Body Wash

July 29, 2010  |  Thursday at Three

Look at your man, now back at me.  Is this the star of the best YouTube campaign in recent history?

Isaiah Mustafa, better known as the “Old Spice Guy” is quickly becoming a viral video king.

Mustafa plays “The Man Your Man Could Smell Like” in a trio of Old Spice shower gel commercials and was recently featured in a wildly popular campaign found on the Old Spice YouTube channel.

The campaign featured Mustafa reprising his character, while responding to over 100 posts left on the Old Spice Twitter, Facebook Fan Page, and YouTube channel comment section, left by prominent bloggers, celebrities, and random fans a like.

An article at BrandWeek features a Nielsen report stating Old Spice sales have increased over 55% in the last three months, correlating with the release of the first “Old Spice Guy” ad and sales have increased 11% since the beginning of the YouTube response campaign.

But how popular are these videos anyways? Well, video analytics company, Viable Measures released a report that may shed some light.

Visible Measures compared this Old Spice campaign to three other popular viral video sensations: President Obama’s victory speech, President Bush’s speech in Iraq when he dodges a shoe, and British singing sensation, Susan Boyle. Within the first 24-hours of posting, Old Spice has over one million more views than the second place Obama speech.