Comments on: Dove’s new ad, and it’s a good ‘un… http://www.simon-law.com/archives/32 Sporadic thoughts - mostly about communications, brands, etc... Tue, 20 Jul 2010 07:44:48 -0600 hourly 1 http://wordpress.org/?v=3.0.1 By: Will http://www.simon-law.com/archives/32/comment-page-1#comment-10 Will Wed, 01 Nov 2006 22:31:30 +0000 http://www.simon-law.com/archives/32#comment-10 "Dove has continued to authentically & genuinely involve itself with an issue and in doing so has crafted a community of interest around it." I completely agree with this. It's a great spot. Another great YouTube viral would be the Grand Theft Auto Coke ad: http://www.youtube.com/watch?v=x6DCGhM4wbY Perhaps a portent for the future of branded entertainment? “Dove has continued to authentically & genuinely involve itself with an issue and in doing so has crafted a community of interest around it.”

I completely agree with this. It’s a great spot.

Another great YouTube viral would be the Grand Theft Auto Coke ad: http://www.youtube.com/watch?v=x6DCGhM4wbY

Perhaps a portent for the future of branded entertainment?

]]> By: Hashem Bajwa http://www.simon-law.com/archives/32/comment-page-1#comment-6 Hashem Bajwa Tue, 31 Oct 2006 08:02:26 +0000 http://www.simon-law.com/archives/32#comment-6 What I think is really compelling about this latest Dove piece is that it doesn't rely on traditional media or paid media. This video has received more than 1.7 million views on YouTube and has gotten significant play on TV talk shows. It's also brought the biggest-ever traffic spike to CampaignForRealBeauty.com -- three times more than Dove's Super Bowl ad. (according to Alexa.com) "If you stood only for function, people would assess the brand based only on one category. I'm convinced the real driver of it is that the brand has increased awareness of this mantra, this mission." said Todd Tillemans, VP of Skin Care at Unilever. Dove has continued to authentically & genuinely involve itself with an issue and in doing so has crafted a community of interest around it. That community is now actively participating in the issue and the brand. What I think is really compelling about this latest Dove piece is that it doesn’t rely on traditional media or paid media.

This video has received more than 1.7 million views on YouTube and has gotten significant play on TV talk shows. It’s also brought the biggest-ever traffic spike to CampaignForRealBeauty.com — three times more than Dove’s Super Bowl ad. (according to Alexa.com)

“If you stood only for function, people would assess the brand based only on one category. I’m convinced the real driver of it is that the brand has increased awareness of this mantra, this mission.” said Todd Tillemans, VP of Skin Care at Unilever.

Dove has continued to authentically & genuinely involve itself with an issue and in doing so has crafted a community of interest around it.

That community is now actively participating in the issue and the brand.

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