Below is the video of Dove Real Beauty Sketches campaign: The video was viewed more than 114 million times in the first month itself and was uploaded in 25 languages to 33 of the Dove's channels to reach consumers in over 110 countries.
Kmart, Ship My Pants, 20,575,775 views.
But in the age of a new genre has emerged, where videos are created more for the internet than for TV, and where sharing and virality are key to success.
Ice Bucket Challenge only asked participants to pour a bucket of ice-cold water and donate.Why it Went Viral The sheer scale and cleverness of this idea means that it would spread across the Internet with or without any outside help.Lately some of these viral videos have started becoming really, really good.For promoting the brand effectively, Dove had strong social media strategies, which even lead to celebrities and other brands joining the conversation and sharing the video with others.Why it Went Viral If viral marketing has taught advertisers anything, its that the biggest celebrity in the world means next to nothing compared with your close friends and family.The campaign of Barack Obama took advantage of this like few before him, creating Facebook pages in the early stages of the campaign, as well as reaching out to all corners of social media to recruit and energize followers.Let me know in the comments below!You too can take the benefit of the large network of influencers.The whole phenomenon is either heartening in the sense that advertising has been forced to a new level of originality, or incredibly depressing as consumerism has finally cemented itself as having all the qualities of a virulent social disease.Gmail Image Source What it Was : Though Google is well-known for being perhaps the largest company in the world with perhaps the smallest advertising budget, they consistently engage in a strategy that generates a massive amount of word-of-mouth advertising.
The campaign was wildly successful, and the subservient chicken website remains online to this day.Three UK #DancePonyDance February 2013, threes advert featuring a moonwalking pony became an instant viral hit amassing a whopping.7M views to date.This is probably the most illegal thing youve thought about today (the FBI is now tracking you, youre welcome).Facebook had replaced even porn as the most popular site on the Internet, and advertisers had spent four years refining the methods to tap in to this incredibly powerful organizing tool.That is something like what the Internet was like in 2005.Not just any advertisements; Alex sold a 1000X1000 pixel space at 1 per pixel.
The impact of the campaign was that while buying Doves products, people thought they are supporting a social cause.
Although not actually started by Cancer Research UK, the Guardian reported the charity had received over 8m in donations thanks to the campaign.
By using the technology you too can deliver an omni-channel customer experience.