Another one of the best viral marketing campaigns, this one in particular was part of a larger campaign called the “Dove campaign for real beauty “. The viral video consisted of an insider’s look on the beauty industry, revealing to the audience the internal workings of using beauty for advertising.
The video begins with a normal pretty girl taking a seat in front of a camera whereby a group of makeup professionals turn her into a model looking girl. The makeover does not end there however; a photo of the girl is then altered digitally to look even more beautiful.
Finally the finished photo is then used on a billboard advertising a fake beauty product. The video was viewed 40,000 times in the first day of its release and 1,700,000 times within a month of its upload. Here is why:
-Novelty
Exposing the secret behind beautiful ad models for the masses was a novel and interesting idea. It attracted the attention of audience and this led to the fast spread of the video all over the internet.
-Subtlety
There is no mention of any dove products through the entire video; the only mention of Dove is in the short end credits. But the underlying message implies that you should stop trying to look like supermodels just try to be clean, all you need is a bar of soap.
-The feel good factor
The feel good factor here is huge, what women doesn’t want to know that she is beautiful even if she doesn’t look like a supermodel? None! This had a tremendous effect on the appeal of the video.
-Continuity
Dove quickly released a “making of” video of the original viral video, with interviews and behind the scenes footage, this kept the buzz alive till they released the next viral video, Dove Onslaught.
After reading about all of the best viral marketing campaigns we hope that you now know enough to make your own.
