"Dove Campaign for Real Beauty" is the one of the most successful example for using viral marketing. There have been several elements to the Dove Campaigns, pretty much all of interactive and successful.
Click on the link below to see this Dove promotion, a YouTube video that was posted in 2006. Since that time, this video has been viewed 9,034,821 times, commented on 4,199 times, and been rated 9,102 times. Talk about consumer interaction! Therefore, I believed that Dove was one of the more successful viral campaigns spread throughout the web like a virus.
At the end of the video, the message "Take part in the Dove real Beauty Workshop for Girls" would lead you to go to their website to see how to become beauty, also the website shown would also be stimulating and encouraging you to visit it.
Love or hate the Dove approach, this whole concept of creating a movement that is bigger than your product is a perfectly suited for viral marketing and the rest of the online world.
Posts
found blog with google blogger, seach dove beauty product marketing. GBS marketing strategy, HBS case reading 9-508-047 Dove: Evolution of Brand, 9-599-087 Integrated Marketing Commuincations and WSJ 102207 Counting More Than Clicks Emily Steel
ReplyDelete