Better ROI From YouTube Video Than Super Bowl Spot
もう超有名なこの"Dove
Evolution"のビデオ。
普通の女の子がメイクや画像処理によってガンガンきれいになってしまって最後はポスターになるという動画。
Ad AgeがこのCMについて検証した。
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。
170万PV。
そしてSuper Bowlでの広告の３倍もキャンペーンサイトへの誘導があったという。
（えっ。。。でもAlexaなの。。。？）
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.)
ペイドメディアより口コミの方が効果がある。とユニリーバのTodd Tillemansは言いきる。
"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
entertainment programs.'
全てに当てはまる話ではないけれどよい事例ができた。
