Social media can be an effective tool to drive branding, trial, research, and sales. Old Spice saw a 107% increase in sales and over 5 billion YouTube views and Facebook likes. Ford's 2010 Explorer launch received over 65,000 YouTube views and 190,000 people were reached through word-of-mouth promotion of a baby sunblock product. The Gap saw $11 million in sales from a Groupon promotion. Social media marketing allows for direct engagement with consumers to build reputation.