Viral Marketing Campaigns

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Viral Marketing Campaigns

  1. 1. VIRAL MARKETING CAMPAIGNS Rahul Nambiar, Class of 2010 Master in Digital Marketing, IE Business School
  2. 2. Overview  “Dove” Campaign for real beauty  Launched in 2003 to expand the product range from soaps to health and beauty products  In 2005, launched the website http://campaignforrealbeauty.com  Known as one of the Most Successful Dove Campaigns ongoing
  3. 3. The Website
  4. 4. Viral Video Ads
  5. 5. And More..
  6. 6. What worked?  Very High Number of views for Videos  Spread without any Media spends  Created the buzz  Website brought more traffic than Super Bowl
  7. 7. Stuff which were missed  No Connect with Social Networks  More Traffic means More Critics  Strategy for handling Online critics did not exist
  8. 8. Critics – Videos
  9. 9. “Here We Go” by Green Peace Organization UPDATE: Thanks to the staggering public support for our international Dove campaign in April 2008, Unilever has now agreed to play their part in saving the Paradise Forests of South East Asia. As the biggest single buyer of palm oil in the world, Unilever has a special responsibility to help clean up the industry that's behind so much forest destruction.
  10. 10. Blogs
  11. 11. Contact Me Rahul Nambiar Email: rnambiar.mdmk2010@alumno.ie.edu Blog: http://rahulnambiar.com Twitter: http://twitter.com/rahulnambiar

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