Dove spot on YouTube drives big-time traffic
Cory Bergman October 31st, 2006
A 75-second viral clip that Dove posted on YouTube has driven three times as much traffic to CampaignforRealBeauty.com than the company’s Super Bowl ad last year. Wow. Of course, it doesn’t hurt that the clip has been mentioned on a bunch of TV shows. It shows a woman getting transformed by make-up artists — in fast motion — and ends with the tagline, “No wonder our perception of beauty is distorted.” Goes to show how smart, viral marketing can beat a multimillion dollar ad campaign. Watch below…
3 Comments Add your own
1. adm | October 31st, 2006 at 10:59 am
Can anyone confirm that Dove actually posted the spot on YouTube themselves? Initially, it seemed like it was only available on their site in a non-embeddable, non-downloadable annoying flash player, and later people broke it free from these constraints and started uploading it to video sharing sites.
It *seemed* in the early days of this thing that Dove naively believed that people would be happy to just email the link to campaignforrealbeauty.com instead of wanting to embed it, comment on it, and share it in other ways, which YouTube makes (more) possible.
Although this spot has been a huge success, I hope one lesson that marketers will take from this is that it makes sense to put stuff on YouTube yourself, rather than wait for your users/customers to do it for you.
2. Safran | October 31st, 2006 at 3:36 pm
Brilliant. Marvelously well done, a good message and an effective use of online video marketing.
3. Sam | January 18th, 2008 at 7:41 am
Wow, thanks for the excellent information!
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