[davidroberts]

The Old Spice social media campaign was very successful:

http://www.jeffbullas.com/2011/08/30/11-social-media-marketi...

As anecdotal evidence, both of my late-teen/young adult sons have started using Old Spice deodorant since that campaign started.

Edit: I think Barak Obama's campaign would be another example of well-spent social media dollars.

[andrenotgiant]

Most of the money spent in that campaign was spent in TV Ad spots. I would call it a TV campaign with a successful Social Media component.

[hkmurakami]

Does anyone know the story behind those new TV Ads and the new jingle? I recently saw the Ad where the "protagonist" is always being showered on and soapy fresh throughout the day, and thought, "wow, what happened to these guys that turned a pretty boring product/campaign to one of the most memorable ones over the last 3-4 years?"

[davidroberts]

Exactly. Their social media dollars integrated very well with their overall campaign and brought a high ROI.