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.

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?"

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