Dove and Yahoo Answers Viral campaign using Social Media

As i was mentioning in my last post about new age marketing here is an example of it by HUL and Yahoo for the brand Dove.Well HUL formerly H...

As i was mentioning in my last post about new age marketing here is an example of it by HUL and Yahoo for the brand Dove.Well HUL formerly HLL the Indian arm of Unilever has always been proactive on the web they were the first to pioneer the concept of Gang of gals for sunsilk shampoo now they have combined together with Yahoo Answers to promote Dove online. Yahoo called it world's first 'Branded Knowledge Video Search'. Now Agencyfaqs have put it up in their case study section here are some of the highlight of the campaign.
The objective of the campaign was rather open ended – dispel the myth that model-like straight black hair is the ultimate symbol of beauty. The campaign was also to get the dove target group talking about their idea of beautiful hair. The concept was required to generate a huge viral effect that would help generate buzz and hype around the high-profile Dove Haircare launch.
The Yahoo! India camera crew went across three cities – Mumbai, Delhi and Bangalore, and asked women questions on haircare. In a span of nine days, over 250 women were interviewed and 1000 minutes of footage recorded. Responses were hosted on the Dove Promo Site. Questions on haircare were posted on the Yahoo! India Answers site in addition to the video answers. Users could not only view the videos, but post their answers to the Dove questions as well.
As claimed by Yahoo close to 8,30,000 minutes were spent on the Dove Promo Site. That alone is two years in user mind space delivered to the brand! Of this, about 69,000 minutes were spent only on viewing the videos.
This shows the power of Social Networks and how to use it for marketing.Here is the Dove Answers microsite
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