This document summarizes Dove's viral marketing campaigns from 2003-2008. It discusses their successful "Campaign for Real Beauty" which launched in 2003 and expanded their product range. In 2005, they launched an accompanying website that brought more traffic than the Super Bowl. Their viral video ads spread widely without media spending and created significant buzz. While the campaigns were very successful in gaining views, they missed opportunities to better connect on social networks and lacked strategy to handle online critics.

1. VIRAL MARKETING
CAMPAIGNS
Rahul Nambiar, Class of 2010
Master in Digital Marketing, IE Business School

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. The Website

4. Viral Video Ads

5. And More..

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. Stuff which were missed
 No Connect with Social Networks
 More Traffic means More Critics
 Strategy for handling Online critics did not
exist

8. Critics – Videos

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. Blogs

11. Contact Me
Rahul Nambiar
Email: rnambiar.mdmk2010@alumno.ie.edu
Blog: http://rahulnambiar.com
Twitter: http://twitter.com/rahulnambiar