Dove targets ‘beauty propoganda’ and blurs the lines of education, conversation, marketing, and provocation
Posted by bryanzug - 2006/10/31
With not a penny of paid media and in less than a month, “Dove Evolution,” a 75-second viral film created by Ogilvy & Mather, Toronto, for the Unilever brand has reaped more than 1.7 million views on YouTube and has gotten significant play on TV talk shows “Ellen” and “The View” as well as on “Entertainment Tonight.” It’s also brought the biggest-ever traffic spike to CampaignForRealBeauty.com, three times more than Dove’s Super Bowl ad and resulting publicity last year, according to Alexa.com. By those measures, “Evolution” is the biggest online-buzz generator in the U.S. personal-care and beauty industries, topping this year’s effort from Omnicom Group’s Tribal DDB on behalf of the Philips Norelco Bodygroom shaver. And that’s before the campaign began rolling out to 10 additional countries in Europe, Asia and Latin America last week.
When you watch the video, it’s easy to see why this is so sticky — very compelling conversation going on there about ‘truth/beauty’ done in a very lowfi way (even though it is an ad).
As the father of a 3 year old girl, Dove just won me over with a combination of marketing, education, conversation and provocation on the issue of ‘beauty propoganda’.
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