After the success of "The Man Your Man Could Smell Like", Old Spice released, "The Response Campaign". Over the course of two and a half days, the brand filmed one hundred and eighty-six videos featuring Isaiah Mustafa engaging in conversation with fans and celebrities. The campaign earned over 40 million views after the first week, was viewed more times than President Obama's 2008 acceptance speech, and led to Old Spice securing the spot of #1 all-time most viewed branded channel on YouTube.