Marketing 2.0 times the Dove rule.doc

 PAGE \* MERGEFORMAT 8 Marketing 2.0 times the ‘Dove’ rule Film Awards this year’s Oscar ceremony live on television advertising time, Unilever Group’s Dove brand new shower gel ad 45 seconds to bring the audience a fresh experience. This is the consumer-generated advertising, is a 21-year-old living in California, the ordinary girl next door Lindsay Miller Self-produced, the entire advertising out of America to another level of interpretation: the natural and realistic. In the end, the ads from more than 1,000 Dove ‘Campaign for Real Beauty’ consumer-generated advertising entries win. Oscar boat ride boats, there are a series of related public relations activities campaign, Dove brand has aroused the attention of 155 million people, of course, this appeal is not the first time; Last year, Ogilvy amp;amp; Mather’s Dove brand for creative production, called ‘Evolution ‘in 75 seconds video, via the video site YouTube wealthy first broadcast, immediately hit a 17 million times in traffic, and produce a sensation of social effects. These activities are Dove ‘Campaign for Real Beauty’ an integral part of brand promotion. Began in 2004’s ‘Campaign for Real Beauty’, through activities, television, Internet and other multi-channel marketing, trying to correct the concept of women from the United States and one-sided view, emphasizing women’s ‘self-esteem’, the challenges for the ‘beautiful’ in the traditional definition. It can be said ‘Campaign for Real Beauty’ Dove brand so that they gained a lot, whether it is invisible brand awareness and customer loyalty, or sales promotion. In 2005, sales of Dove products 5.35 billion U.S. dollars, up 12.5%; 2006 Dove brand sales increased by 10.1% to 589 million. What is the reason for success of Dove? Is the pursuit of marketing trend? With Web video, and consumer-generated advertising marketing business a few, but really like the Dove ‘Campaign for Real Beauty’, as occupying the attention of consumers share (Mindshare) mar