Dove announced today its latest online video, Dove Real Beauty Sketches, has become the most watched video ad of all time.
That’s 114 million views.
Using emotion to drive a global conversation
The video it the latest addition to its hugely successful Real Beauty campaign – Dove’s way of attracting attention by getting women to think differently about the way they look.
Dove have harnessed their myriad of social media channels to encourage women to share their thoughts on Real Beauty. The content has hit a direct, powerful chord with women everywhere to create a deep, emotional connection with the brand.
The Dove Real Beauty Sketches, is perhaps their most innovative social media offering. It depicts an experiment where a forensic artist drew women’s faces, first based on a description from the women and second from the words of a stranger who had recently met the woman in question. The sketches were hung side-by-side, and, without fail, the sketch generated from a woman’s own words was less attractive, happy and open.
It has started a global conversation with emotional, engaging and very clever content. Dove came up with the concept and the rest of the world made it an idea of exponential interest. The external conversations driven by this latest campaign are likely to have much more impact on its sales than anything Dove could ever say about its products.
For Dove announcement see article on Mashable here.
What do you think of the Dove campaign and the way it uses women’s insecurities to drive online conversations about its brand?
Social media and looks driven industries
Social media in the fashion and beauty world is particularly powerful. Brands from these industries are the most popular on Facebook because they often appeal to the tribalism driver in humans – the need to be a part of a group and share – an ideal partner to social media.
They evoke such powerful emotional connections with their customers who are driven to share their ideas, stories and experiences. Wall Street is starting to recognize the $ value of social media in these industries and Euromonitor has now added a ‘Social Media in Beauty and Personal Care’ to its list of global briefings.
A successful social media strategy relies on the rest of the world taking an impassioned view of your content so they are driven to share it.
Is it really possible for brands in less emotive industries to deliver social media content that drives exponential interest? What examples have you seen?