Research into our target demographic returned some confounding results. It turns out that young men tend to prefer entertaining online things over online marketing things. Though this was initially very discouraging, the Old Spice team figured out how to make these statistical lemons into sweet, sweetInternet lemonade by strategically transforming Old Spice into an entertainment brand. This freed them to deliver content at insanity levels on par with what young Internet users have grown to expect. The results were insane too, with Old Spice becoming thenumber-one-rated brand channel on YouTube andearning the highest numbers to date in other social media platforms.