Tuesday, May 2, 2017

Looking for Inspiration: Excerpts About Branded Content (Dove Case Study)

Branded content is a form of advertising that uses the generating of content as a way to promote the particular brand which funds the content's production. Often utilized in native marketing, and somewhat similar in appearance, though different in technique than content marketing, branded content typically presents itself as something other than a marketing ploy first, albeit simultaneously  and always presented as a highly branded property and often labeled as "sponsored".

Dove Real Beauty Sketches is a short film produced in 2013 as part of the Dove Campaign for Real Beauty marketing campaign.
The video was produced by the Ogilvy & Mather ad agency. Anselmo Ramos, a vice president and creative director at Ogilvy Brazil, is one of the key creatives behind this campaign.
Back in 2007, when Dove won the Cannes Grand Prix with “Evolution,” the “Real Beauty” concept was a completely different point of view from the entire beauty industry. Now that the Campaign for Real Beauty has been established, our job was to talk straight to women in a more intimate, personal way. "Everything is a conversation really”, Ramos says of his creative philosophy. "Consumers are ready to engage with brands. We just need to entertain them" (Jessica Grose, Fast Company, 2013).

Real Beauty Sketches explores the gap between how others perceive us and how we perceive ourselves. Each woman is the subject of two portraits drawn by FBI-trained forensic artist Gil Zamora: one based on her own description, and the other using a stranger’s observations. The results are surprising…
Inspired by market research that suggested only 4% of women describe themselves as beautiful, and around 54% believe that when it comes to how they look, they are their own worst beauty critic, Unilever's Dove brand has been conducting a marketing campaign called Dove Campaign for Real Beauty that aims to celebrate women's natural beauty since 2005.
More than 50 million people viewed the Dove video within 12 days of its release.
To date, Real Beauty Sketches has been viewed almost 180 million times. It was the most watched online branded content of 2013 and the third most shared branded video. While it says nothing about the qualities of the product itself, the campaign got the world talking, and Dove has been part of that conversation – boosting sales massively in the process.
"I think what made this campaign perform particularly strongly is the content, which elicited the intense emotional responses of ‘warmth, ‘happiness’ and ‘knowledge’ from its target demographic — one of the key factors behind a video’s sharing success", David Waterhouse told Business Insider. "But, more importantly, we are really seeing social motivations behind sharing becoming a lot more important. Brands have to give people a reason to share the video".
A video really soars when consumers don't just want to watch it on YouTube, but they also want to share it with their friends. That's why good content is a key starting point.
"The pace of sharing for this campaign is also unprecedented", Waterhouse said. "In its first two weeks it attracted an incredible 3.17 million shares — that’s more than any other ad has managed in the same period, including VW's 'The Force,' [TNT's] 'Dramatic Surprise,' and 'Dumb Ways To Die,' the first, second and fourth most shared ads of all time respectively" (Laura Stampler, Business Insider, 2013).
Dove Skin VP Fernando Machado told BI that the video first launched in four key markets: the U.S., Canada, Brazil, and Australia. It was then rolled out abroad, and uploaded in 25 languages and seen in 110 countries.
"The brand partnered with YouTube and Unruly to facilitate the distribution and seeding strategy", Machado said. "PR served as a key channel, generating initial placements with media such as the Today Show, Mashable, Huffington Post and Channel 7 Morning Show in Australia. The film was distributed to top media around the world and was quickly shared by women, men, media and even other brands" (David Waterhouse, Business Insider, 2013).

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