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.

Source:http://www.outsourcestrategies.com/blog/2007/05

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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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