Case study: Dove 'onslaught' | Sector: FMCG | Format: Video, rich media
The marketing model behind this campaign involves using video as a way to deliver a powerful message that's in tune with the beliefs of the target consumer. The brand is creating powerful content that it releases online in a way intended to be stumbled upon by consumers and shared between their friends. By releasing it to open platforms such as YouTube, they're implicitly inviting discussion. There can be paid-for placement in key media to extend the reach and start the process, but ideally the campaign works by the word of mouth effect. To gain accountability the brand team can track play rates to measure the number of exposures, and use qualitative and social network analysis to gain feedback about the brand sentiment.