Heavy Lifting - thoughts and web finds by an economist
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Monday, October 30, 2006
Advertising Age reports that Dove's RealBeauty campaign generated more web traffic with a YouTube (pre Google buyout) video than with a spot during the 2006 Super Bowl:
With not a penny of paid media and in less than a month, "Dove Evolution," a 75-second viral film created by Ogilvy & Mather, Toronto, for the Unilever brand has reaped more than 1.7 million views on YouTube and has gotten significant play on TV talk shows "Ellen" and "The View" as well as on "Entertainment Tonight." It's also brought the biggest-ever traffic spike to CampaignForRealBeauty.com, three times more than Dove's Super Bowl ad and resulting publicity last year, according to Alexa.com.
Now we know why Google wanted YouTube.
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