With not a penny of paid media and in less than a month, "Dove Evolution," a 75-second viral film created by Ogilvy & Mather, Toronto, for the Unilever brand has reaped more than 1.7 million views on YouTube and has gotten significant play on TV talk shows "Ellen" and "The View" as well as on "Entertainment Tonight." It's also brought the biggest-ever traffic spike to CampaignForRealBeauty.com, three times more than Dove's Super Bowl ad and resulting publicity last year, according to Alexa.com.
製作したのはOgilvy & Matherだったんだ。
Unilever had already found that buzz can beat the direct impact of paid media. Todd Tillemans, VP-North American skin care, said while the Super Bowl ad generated about 90 million impressions, pre- and post-game publicity produced another 400 million, even though the ad only aired that one time on regular TV. (It has since run on in-store networks at Wal-Mart and Sam's Club.)
"This is a great example of where we're not using the old playbook
where we do a lot of TV advertising," he said. He believes the strong
consumer insight behind "Campaign for Real Beauty" gave the effort
"viral legs" and that the particular message was "more powerful because
it came from an objective source" in the form of the TV news and