According to an AdAge article (reg. req'd) the Dove campaign has chalked up another noteworthy achievement.
"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."
Todd Tillemans, VP-North American skin care: "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."
Great stuff. We continue to "heart" this campaign and its extraordinary results.