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Advertising Age Article Abstract

Better ROI From YouTube Video Than Super Bowl Spot

Dove's Viral Hit 'Evolution' Is a Real Beauty

By: Jack Neff
Published: October 29, 2006

CINCINNATI (AdAge.com) -- 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. ...

Full Article Word count: 920

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