Not here to criticise the Old Spice campaign , especially not the recent online activity but the figures you quote do not prove social media's impact. They all occurred before this happened. Moroever this 107% figure being bandied around is month to month - sales are 107% higher than in the equivalent month last year. Not 107% up in a month. Most likely that month a year ago was a nadir in sales for other reasons and the increase now looks better than it is. As I say I'm a great advocate of social media, but you're jumping the gun here and overlooking a huge traditional media spend. Social media can take its bow in a few month's time.