Dove Evolution viral film gets 1.7 million views

In an earlier post I talked about Dove's social mission, and the amazing film they produced for You Tube called "Evolution", showing how a natural looking girl (right hand side of the picture) is artificially primped, preened and then computer enhanced for a cosmetics ad (left hand side).

Well, the update is that this 75-second viral film, created by O&M Toronto, has had more than 1.7 million views on YouTube, in addition to being featured on TV talk shows. According to a Marketing Vox report it also brought the biggest-ever traffic "spike" to the CampaignForRealBeauty.com website, three times more than the advert the brand ran during the Superbowl last year to promote their Self Esteem Fund. One other small difference: it was free to upload the video to You Tube. The Super Bowl ad cost $2.5 million to buy!

You can see the film by clicking on the arrow on the image below. If you are reading the Monday Morning email, you need to click on the title Dove Update: Evolution viral ad seen by 1.7 million people  to visit the blog.

5-minute workout: how could you harness the viral power of You Tube? But beware of gimmicks. Dove Evolution works because i) the brand has a clear mission and brand idea, ii) the execution is fantastic.

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Have you tried putting any video up on YouTube? What about senndig the actors out to local parks to perform a few scenes? This actually might make for good videos to put on YouTube. I would even tell the people in the crowd that the video is going to be on YouTube at they should check it out to see if they are in it and maybe comment. Maybe try giving out t-shirts if the scenes you perform involve crowd participation. T-shirts should be simple and include the URL to your web site.

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[Franz Perrigo]

Someone mentioned word of mouth, and I'd have to agree with that. People have tried to market their campaigns with the use of emails, print ads, and video ads. But these will be deemed ineffective if their target market shows little to no interest at all. What makes a thing interesting? If a friend of yours made an effort to tell you about something, then that something may be worth looking into.

[Regan Marye]

The video that they had created is admirable, but the very fact that it became viral is astonishing. It could possibly mean that they've managed to get their messages to the right people, and thus, trigger the most effective marketing medium of all; word of mouth.

[Bianca Jackson]

So that video racked up millions of views. I guess a lot of people are really curious on how they make those billboard models look perfect. Some people like me would easily assume they're Photoshopped. Whenever I see those kinds of ads in Las Vegas, if you would see smiling models, you would think that cosmetic dentists worked on their perfect set of teeth. Well, if they did, kudos to the dentist because they did an awesome job.

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[Marie-Ange]

Great film and really nice translation of their social mission and evolution. Also visited their website, they really got they right theme for a lot of women. This is what women want to talk about. The right rumour around the brand!

[David Taylor (from Where'sTheSausage)]

David, I really like the way that you show how viral videos should be one part of a bigger campaign, and especially the idea of opening the brand up to consumer interaction. In a previous post on the Dove Campaign for Real Beauty there was a comment about exactly this... the lady in question had spent 20" on the Dove site trying to find out how she could join in the campaign, and came up empty. What a waste of 20 full minutes of consumer immersion in your brand!

[David Armano]

Nice post. I used the Dove example to make a bigger point abbout what consumers value and not getting too carried away with "viral videos" here:

http://darmano.typepad.com/logic_emotion/2006/11/12_consumer_val.html