OPEN

If you’ve not seen the Dove’s Evolution video I’ve embedded it in this post at the bottom.

And the fact that I can do this is key to the success of the campaign, is hailed this week by AdAge as a triumph:

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.

This is cunning content. It ties in with what the brand is talking about and provides a piece of content that is both thought provoking and entertaining.

There’s a lesson in the video’s success for marketers about how things are changing in the age of networks, and it goes way beyond “YouTube rocks. We should get some content up there.”

What this means is that it has caught the attention of several networks and communities, both focused on YouTube and others that are simply using YouTube as a platform to serve video to their sites or blogs. It means that the content has been taken up by networks and made their own.

Well done Dovers.

Thanks to Videomeme for the link.