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If you haven’t already watched the original Old Spice commercial featuring the Old Spice Guy, better known as “The Man Your Man Could Smell Like,” you should get on it. WATCH:

In a couple of months, the video has attracted millions and millions of viewers (20 million+) across all social media platforms. The commercial was launched by Old Spice to monumental success and viral attainment. What Old Spice did next is what makes Old Spice such brilliant marketers…

During the last couple of days, the Old Spice Guy has been creating personalized videos for fans, random internet folk, prominent social media figures, and celebrities.  It started with one tweet from Old Spice:

“Today could just be like the other 364 days you log into twitter, or maybe the Old Spice man shows up.”

From then on, the Old Spice Guy started making videos in true Old Spice fashion: shirtless and straight out of the shower. He answered questions that people had asked him or created videos addressing comments people had made about him on the interwebs. And he’s already made over 150 of them. Here’s just one of those:

The “Old Spice Responses” (as they have come to be called) have become one of the fastest-growing online video campaigns of all time. The ad agency behind this craze, Wieden + Kennedy, was able to achieve this success because they spoke directly to you. They went onto all kinds of social media platforms (Facebook, Twitter, Blogs, Reddit, Digg, 4chan, etc.) to gauge what people were saying about Old Spice, to find people to respond to, and to share the responses.  And that’s where the success of this campaign comes from – Wieden + Kennedy created a likeable character, brought it to life, and brought it to you by finding the channels/portals we all use, day in and day out, to communicate.

And now…. a round of applause for Old Spice.