Talk about making a video campaign viral. Creative flourish at its best! WMA #MotivationalMondays - Doves Real Beauty Sketches campaign,the new face of viral marketing success. The uplifting promotional video generated record-breaking online interest, yielding more than 114 million views the first month. This was thanks in part to the Unilever brands efforts to spread its message worldwide: Dove uploaded the video in 25 languages to 33 of its official YouTube channels, reaching consumers in more than 110 countries. Real Beauty Sketches aims to underline the stark contrast between how women view themselves and what others see. According to data cited by Dove, 54 percent of women worldwide confess to being their own worst critic of how they look. The video features Gil Zamora, an FBI-trained forensic artist who draws a series of women from out of sight behind a curtain, completing the sketches based on each womans verbal description of her appearance. Zamora also created drawings based on strangers accounts of the same women. Real Beauty Sketches struck a chord with consumers, generating close to 3.8 million shares in its first month online and adding 15,000 new subscribers to Doves YouTube channel over the following two months.
Posted on: Mon, 01 Dec 2014 13:22:42 +0000
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