In this session...
On the 10th Anniversary of Dove’s landmark “Campaign for Real Beauty,” what have we learned about viral marketing -- what works, how it works, and why? -- from the people who created it.
The original architects of Dove’s world famous cause-marketing campaign reveal the insights behind its creation, what made the idea so powerful, and why it has not only endured but grown over the past decade. How did sales respond and why? What was the real ROI of using no paid media? Understand what fuels relevance to consumers. Learn how the platform evolved into “celebration” for Dove for Men. This is a rare and candid interview of both the Client and the Agency team behind a social campaign with over 300 million views and counting.