One more of the most useful viral marketing campaigns, this one specifically was part of a bigger campaign called the "Dove campaign are the real deal beauty ". The viral video consisted of an insider's look on the beauty industry, revealing for the audience the internal workings of using beauty to promote.
The video starts with a standard pretty girl going for a seat in front of a camera whereby a gaggle of makeup professionals turn her into a model looking girl. The makeover will not end there however; a photograph with the girl will then be altered digitally to take a look a lot more beautiful.
Finally the finished photo might be applied to a billboard advertising a fake beauty product. The video was viewed 40,000 times within the first day of its release and 1,700,000 times inside a month of the upload. Here's why:
Novelty. Exposing the secret behind beautiful ad models for your masses would be a novel and fascinating idea. It attracted the interest of audience which resulted in the fast spread from the video all over the net.
Subtlety. There is no reference to any dove products about the same video; the sole hitting the ground with Dove is in the short end credits. Nevertheless the underlying message ensures that you ought to stop trying to take a look like supermodels just try to be clean, you just need to a bar of soap.
The feel good factor. The feeling good factor here's huge, what women doesn't want to understand that she is beautiful even when she doesn't seem like a supermodel? None! This a tremendous relation to the good thing about it.
Continuity. Dove quickly released a "making of" video from the original viral video, with interviews and behind the curtain footage, this kept the excitement alive till they released the next viral video, Dove Onslaught.
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