If you’ve been paying attention to the latest viral stories or videos, you’ve probably come across Dove’s latest piece, which is a six minute long video that has a sketch artist draw women as they describe themselves, and then draw them as someone else described them. The whole video is really focused on positive self-image and improving confidence. Which brings us to our first point.
Right move #1. Dove did an amazing job at making marketing that interests people.
This video went viral with more than 40 million views after being uploaded two weeks ago. Shared across social networks consistently, this piece is a good reminder that not all marketing has to be all about self promotion.
Doing things that make people interested, make them care about what you’re doing, or teach people something is the best marketing of all; because you don’t have to promote it everywhere.
Are people going to share with all of their friends that you’re taking 10% off your prices for the next week? Or are they going to share something interesting, educational, or moving that you created? If you can manage to do one of those three, not only will you have a lot of people seeing your brand, but you’ll have truly loyal customers as well.
Right move #2. Dove kept their budget skinny.
Dove didn’t go with a TV commercial to get their message out. They didn’t get caught up in the seemingly obvious choice. TV commercials are extremely expensive. And if something’s all over TV, people simply aren’t usually as likely to share it. They figure other people have already seen it.
Instead, they achieved the same outcome with much less expenditure and effort. The video went viral, and with just a little bit of ad spending on YouTube, they got millions of people watching it, who wanted to watch it. They literally came there to watch it. It’s hard to argue with spending less and getting more targeted views.
The bad move. They contradicted their own point, and the point of their whole campaign.
Now if you saw the video, then you might remember what all the people describing the other person had to say about them. How thin they were. It must’ve been said five to six times while they described someone. Here’s this whole video and campaign that’s trying to promote this message of “You’re more beautiful than you know” or “You’re great just the way you are.” But instead, while all of these people are describing the women, it seems the message is more along the lines of “You’re not as fat as you think you are.” If you’re overweight, you shouldn’t look to Dove for comfort.
Make sure your marketing message is clear. Define the message and never stray from it. Look at what your marketing or advertising says, and figure out whether you have anything contradictory in what you put out there. If your message isn’t consistent, your brand isn’t consistent, and your sales won’t be either.
Overall, it seems that the Dove commercial was a win for the company, and certainly gained more out of this than it lost. Nonetheless, it’s a shame when good advertising doesn’t meet its full potential.