Doveâ€™s Campaign for Real Beauty got a huge boost about a month ago when a viral video was uploaded to YouTube.com, and the spot attracted 1.5 million views in under a month. That means more than three times the people have seen this spot, than saw Unileverâ€™s 2006 Super Bowl ad for Dove. And bloggers have played a role tooâ€”spreading the word about the video, which follows a model from her arrival in the studio through the make-up, hair, photo shoot and photo shopping.
Guess how much it cost Unilever to do the Super Bowl? $2.5 million for a 30-second ad. Uploading the 75-second video to YouTube was free. And the results? Priceless.
Think youâ€™ve seen it? You have. The video has been one of the Top 15 most-linked-to videos among bloggers, according to blog-tracking service Technorati. The popularity of the film has spilled over to mainstream media, with featured segments on television shows “The View,” “Ellen,” CNN, “Entertainment Tonight” and Fox’s “Geraldo.”