Top 10 Viral Marketing campaigns… #5
This blog entry was posted on October 8, 2008.
#5 “Evolution” The Dove Self esteem Fund (2006) This video shows how perceptions of beauty can be manipulated and not real. This gives a time lapsed look at an ordinary woman being made up and then Photoshopped to produce a glamour shot for a billboard. The Dove campaign for real beauty was launched by Unilever as part of the expansion of the Dove brand from soaps to health and beauty products in general.
Creative: The video says this is not real, you will never look this good, and neither did she. Ogilvy & Mather, Toronto, used time-lapse photography to show the transformation of an average woman into a glamorous billboard model using beauty stylists and Photoshop enhancements. The clip was released under the slogan ‘No wonder our perception of real beauty is distorted’
Marketing Objective: The Dove viral ad was unique because it was also raising money for a positive purpose, the Dove Self-Esteem Fund, a program that helps educate and inspire girls on a wider definition of beauty. They created the Dove Self Esteem Fund with the goal of positively affecting the lives of 5 million girls globally by the year 2010.
The people at Dove observed a societal problem – self esteem in women – particularly body image issues in young women. They validated it with their own research and learned that only 2% of women feel beautiful. 94% of young women want to change some aspect of how they look.
Results: With over 15 million viewings on YouTube, “Evolution,” has already been a tremendous success. This “Evolution” viral ad for Dove has won one of the most prestigious advertising awards in the world – the Grand Prix for viral marketing at the Cannes Lions International Advertising Festival.
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Related posts:
- Top 10 Viral Marketing campaigns… #7
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- Top 10 Viral Marketing campaigns… #8
- Top 10 Viral Marketing campaigns… #6
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