Dove’s new sponsored programming campaign is genius. First of all it’s directly in line with the rest of their ‘Real Beauty’ campaign. However, more so then Dove’s past efforts it delves into the world of organic and emotionally charged content.
The concept of having an FBI trained forensic artist draw pictures of women described by themselves and then described by someone they just met is among other things, highly creative. It also tugs at the emotional strings of it’s target audience and hits upon common concerns among women. In fact it’s so effective that it moves people not in it’s target at all, like myself.
The branding only appears subtly at the end of the video and even before the logo fades up there is a url displayed that will take you to more relevant information. In this case more of the side by side comparison sketches and video profiles of the individuals involved. This Call To Action keeps the conversation going.
Yes Dove is trying to sell something. Yes they want your money. But rather then cramming the product down your throat they are creating something of value and of interest to you first. This is a much more effective video marketing strategy.
More details here @ Adweek and more video content from the campaign can be found at Dove.com/realbeautysketches