According to Jeff Neff of Ad Age, "Mr. Mustafa's 186 highly publicized personalized response videos earlier this month, which generated more than 34 million aggregate views and a billion PR impression in a week, according to P&G. In a single week, views of the personalized ads surpassed the nearly 29 million viral video views of Mr. Mustafa's four TV ads since February.
As of July 18, Old Spice, with 94 million views, had become the No. 1 all-time most-viewed sponsored channel on YouTube, Mr. Norton said. Old Spice had eight of the top 11 most-popular videos on YouTube on July 16. In the six days following the start of Mr. Mustafa's personalized videos, he reached more than 100 million followers." (http://adage.com/article?article_id=145096 )
Read more on the campaign in MediaPost Could 'Old Spice Guy' Mean a Coming of Age for Digital or the Ad Age article