"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."
Where have you heard this before? (Regulars will remember that Careerbuilder’s Monk-e-Mail notched up a similar impact in a head to head with the Superbowl).
Also click here for Sarah’s post "Beauty is in the eye of the beholder". Be sure to run the videos.
Read the rest of Ad Age’s article here.
Isn’t it interesting that this, which requires time and energy, works, while Crispin’s Man Laws thing doesn’t?
1. Women demand proof that Dove (or any other beauty product,) works. A 30-second shot of a supermodel doesn’t do that.
2. Men will chuckle at “man laws” in a passive way, but you’re going to ask us to stop and interact with this…what’s it for again? The world’s worst beer? Um, no.
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