Dove - I guess most of people have heard this brand before. But have you ever seen their amazing campaign that they have done before? When I first saw Dove evolution campaign in Youtube, I found it quite amazing because the only thing that came out of my mouth after I watched this campaign was "WOW!".
Dove evolution video shows us how an ordinary girl is transformed into a pretty and glamorous woman with the help of professional team of make-up artists, hairdressers and a magic photo editor from the photoshop specialist.
Since it first posted on Youtube on 6th October 2006, the 'Evolution' film was far exceeded their expectation . The movie has attracted more than 7 MILLION viewers on Youtube, more than 30,000 testimonials about real beauty on the campaign website, it has been fuelled by bloggers who have made the film as one of the top 15 most-linked to videos and is now launched in more than 40 countries!! Most importantly, Dove succeeded in changing the attitude of people about their own and other people's beauty in just two months! Quite amazing, huh?
Can you imagine how much they save money on uploading the 'Evolution' film to Youtube compared to their previous campaign that cost them around $2.5million..?? Well... that's the incredible thing about social media.
interesting post Farisa! yeah this marketing campaign was a successful one. I saw it the first time when I was in Year 10. still remember everyone referred to "Dove campaign" at that moment when we discussed about social issues in class.
ReplyDeleteand so we have another example of a SM hero. This was indeed a very successful campaign and is widely cited as such.
ReplyDeleteIt does show the power that we deal with, but we need to be sure that what we are trying to achieve is actually going to work through SM (ie. does our target consume SM etc).
Ross
the dove evolution campaign already became a sensational hit and there is a parody of the dove evolution. I think it is one of the creative advertising. Good job, Farissa!
ReplyDeleteYes, plenty of parodies around on this one. Parodies, done well, can extend the life of a SM "campaign" such as this.
ReplyDeleteThe big question, though, is: "Did it sell more product?"
i do agree with Wags on the consideration on whether this type of campaign will actually making impact in sales. it maybe interesting to see a new campaign but buying the product is a different issue. i personally think that the campaign is not that relevant to Dove, it is a brand of soap and body lotion but the campaign was about how make up transform people's faces. not sure about the consistency of the Dove brand...
ReplyDelete@Wags: after I did some research it says that during the realsed of Evolution campaign, 2007, it increased the overall sales of Dove product, and Unilever by 5.8%
ReplyDelete@neverblogbefore: I see the campaign is quite relevant to Dove. because Dove is a beauty care product so, they want to increases women' self-esteem and change the perception of real beauty.
The Dove Evolution campaign also snagged the Cannes film festival award for advertising.
ReplyDeleteSo it really was a big achievement. This is clearly one ad, which doesnt really cost that much to make (One video shoot with just make up and a model and lots of photoshop cost next to nothing for Unilever) and it is the first Online Only advertising campaign Unilever has done.
Such thing can be an inspiration for other companies, although it is not easy to replicate the success.