"For the same reason, added McKinsey, "products can go viral on a scale that has never been seen before. In 2015, Adele's song 'Hello' racked up fifty million views on YouTube in its first forty-eight hours, and her album 25 sold a record 3.38 million copies in the United States in its first week alone, more than any other album in history. In 2012, Michelle Obama wore a dress from British online fashion retailer ASOS in a photo that was re-tweeted 816,000 times and shared more than four million times on Facebook; it instantly sold out."