This iconic, multi-award-winning campaign includes powerful online elements that build discussion and engagement among target consumers. Since 2000, the Dove brand has been one of the online marketing pioneers in consumer package goods. Their work with the IAB and MSN in North America created landmark research in cross media campaign budget optimisation. This more recent video is a great example of how the web can be used by a consumer brand to build community, debate and discussion. The video is part of a multi channel campaign that talks about beauty and creates genuine discussion with and among consumers. The approach of delivering messaging directly to consumers also creates challenges for regulators who are considering how the control of online advertising can work.
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