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Today we are going to talk about the most viral video ad of all time. The Dove “Real Beauty Sketches” campaign ad.
The identity of the Dove brand has always been “celebrating beauty in its diversity and, in doing so, raising the self-esteem of women and young girls globally.” And since 2004, Dove has been pushing hard on that brand by trying to debate “what is beauty?” This is the driving force behind all their videos.
Now, back to the sketch ads.
For those unfamiliar with the ad - the concept was that an FBI sketch artist would sketch a woman’s description of herself, and then do the same sketch based off the description of the same woman from a stranger. Then, the women would review the sketches side by side and learn how they were more critical of themselves than strangers were regarding their beauty.
Such a cool concept.
The video was launched in 2013 and has over 114 MILLION views!
Holy moly - This video hit a home run. Let’s take a look at some of the stats:
And yes, sales increased as well. By a ton. But sales wasn’t the only goal here. Dove’s Global VP said, “If Dove Real Beauty Sketches has inspired women to see the beauty in themselves that others do, we consider the campaign a success.”
Let’s break this video down by it’s elements so we can harvest some of that sweet, sweet inspiration
By using an FBI artist, you as the viewer automatically ask - what the heck? I must watch more.
Watching someone react to the experiment leaves you with the chills. It allows you to empathize with the women and leaves you with a burning question of “What is beauty?”
After watching this video, you were probably asking yourself - Wait...am I self critical of my beauty as well? Now you are part of the experiment.
Use of call to action.
Dove wanted their audience to stand strong for the “real beauty” message. They asked viewers to share the hashtag #WeAreBeautiful, not only increasing brand awareness, but also achieving campaign success.
These 4 elements are crucial for making videos that resonate:
1. Am I being creative?
2. Am I speaking to their emotions?
3. Am I inspiring them to reflect on on our message?
4. Have I asked them to share in our mission?
If you use these filters for your next video - I am sure you can achieve success