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August 02, 2010


Stephen Denny

Upon further review...

The key data point on Old Spice turns out not to be the social media, but the avalanche of 'buy one get one free' coupons - and when viewed against other brands in the category, Old Spice didn't fare as well as many of its peers.

Correlation doesn't mean causality. As the data trickles out, it looks very uncertain as to whether we can chalk this up as a positive social media case study or a debunking.

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