Summary of viral marketing video "Dove Evolution"

The large campaign “Dove campaign for real beauty”, it is viral video consisted of an insider's look on the beauty industry, revealing to the audiences the internal wokings of using beauty for advertising.

It also generated more for a longer duration, word of month buzz for the products. Add to the emotional and personal appeal of the videos and we begin to see how viral work wonders.

The video was a popular and critical success. It won a number of awards in advertising industry, including two cannes Lions Grand Prix awards and Epice D'or. Many print publications and television programmes discussed it and the exposure generated by the spot has been estimated to be worth over USD$150M. Therefore, it is a successful viral video.

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Cons of Viral Marketing video 'Dove Evolution'

Since the viral marketing video is depended on the transfer of it from person to person, during this process, it may reach someone you would rather not be associated with. It can not send the message to the target audiences. If the company handle it badly, this type of the video can guide to significant spam issues, it is likely to be deleted or ignored instead of being passed on to the other people. Therefore, it is more controversial and risky as comparative to traditional marketing. If done improperty, it can create the negative buzz.

Most of the viral marketing video is funny and interesting, it would be attracted people to watch it. It only brings the traffic to the website or YouTube, but not the sales.

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Pro of Viral Marketing video 'Dove Evolution'

The video developed by Ogilvy and Mather, Toronto, a professional ad agency. The video had gotten well over a million views since its inception.

Viral marketing is a word of month marketing strategy, the video 'Dove Evolution' can help advertise the online business of Dove without much effort and expense. It helps her business to scale greater heights. Dove used the video to drive more targeted traffic to the website of Dove Real Beauty Workshop, it also can increase the brand awareness, visibility, sale leads and build the reputation easily and quickly. It is a really fast, low cost and exceptionally efficient marketing technique, it brings several benefits to Dove.

Through the viral marketing video 'Dove Evolution', Dove can get closer to the target audiences, people can refer it to their family, friends and colleagues. The advertising is inexpensive compared to other advertising methods, but it is immense reach, high reliability, better popularity and the opportunity to continuous promotion adjustments.

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VIRAL MARKETING case study - Dove Evolution by Ogilvy & Mather, Toronto in 2006

This viral marketing video 'Dove Evolution' shows a fairly common woman who made up by make-up artists and photographers to be a beautiful model. The final shot is of this model on a billboard with the line saying 'No wonder our perception of beauty is distorted'.

'Dove Evolution' a 75-second viral film created by Ogilvy and Mather, Toronto, was uploaded to YouTube in 2006. The clip generated more than 44,000 views within its first day of release, more than 1,700,000 views within the 1 month, and more than 12,000,000 views within the 1 year. The advertisement was noted for the discussion on such broadcast television shows as 'The View' and 'Good Morning America'. It caused the sudden traffic spike the site 'campaign for Real Beauty' has enjoyed from the viral success of 'Dove Evolution' film.


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The definition of VIRAL MARKETING

Viral marketing accelerates word of mouth online by harnessing the network effect of the internet.

Viral marketing generates traffic through word of mouth such as encouraging recipients to tell the friends. E-mail can also be used to pass on the message (text or video) to friends or colleagues. People also can discuss the issue in a social network. It is just a funky way of saying “word of mouth” internet marketing. That marketing message may be simply brand promotion or advertising for a particular service, product or business.

Viral marketing or viral advertising that goes by serveral different names but mainly the term simply means to spread something online like a virus. It is an excellent method for building (permission-based) email databases or creating awareness of new products. Providing a strong incentive of people to play a game (e.g. a prize or discount) and to pass it on (competition with friends) is an important component.

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