Another one of the greatest viral marketing campaigns, this one in particular was part of a bigger campaign referred to as "Dove campaign are the real deal beauty ". The viral video contains an insider's look on the beauty industry, revealing towards the audience the interior workings of utilizing beauty for advertising.
The playback quality starts off with a normal pretty girl choosing a seat before a video camera whereby a gaggle of makeup professionals turn her in a model looking girl. The makeover doesn't end there however; an image with the girl will then be altered digitally to appear more beautiful.
Finally the finished photo will then be used on an ad advertising an imitation beauty product. It was viewed 40,000 times in the first day's its release and 1,700,000 times inside a month of their upload. The following is why:
Novelty. Exposing the secrets behind beautiful ad models for that masses would have been a novel and interesting idea. It attracted the interest of audience and also this resulted in the fast spread from the video all over the internet.
Subtlety. There is absolutely no example of any dove products about the same video; the one mention of Dove is incorporated in the short end credits. However the underlying message signifies that you ought to throw in the towel to check like supermodels just try to be clean, you just need to a bar of soap.
The feel good factor. The feel good factor here's huge, what women doesn't want to understand that she is beautiful even when she doesn't look like a supermodel? None! This were built with a tremendous influence on the appeal of the recording.
Continuity. Dove quickly released a "making of" video in the original viral video, with interviews and under the surface footage, this kept the craze alive till they released the next viral video, Dove Onslaught.
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