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.

Source: http://spd4290vm.blogspot.com/ http://www.avatar.co.nz/viral-mail.html