Update on the Old Spice Guy--a social media marketing success?

In SMFG we talked about the Old Spice Guy. Julie Shaffer has used the Old Spice Guy example in most of her Social Media sessions for our industry.  Old Spice has actually increased sales as a result of the ad which is amazing, I believe.  According to Mashable, sales of Old Spice body wash increased 107% in one month (from Nielson) as a result of the YouTube campaign.   Now that's a social media marketing success! But just as I was thinking of this stat, another site (MSNBC,July 20, 2010 www.msnbc.msn.com) contradicted the stat by saying sales did not increase but actually decreased for the specific product.   I will go with the success story.  Also,   YouTube has a great "behind" the scene on the making of the latest ad.  Check it out:  http://prnt.in/Zoq   I found the behind the scene YouTube more interesting than the original final product.  What do you think?  (I also want to know how Isaiah  keeps his body in such excellent condition...OK, that is another blog...maybe not on social media but on fitness!)