It cost $135,000 to create
the Dove Evolution ad,
a 74 second video spot tranforming
a normal woman into a model.
It was launched on YouTube,
picked up by talkshows, and
ended up granting Dove an estimated
$150 million in free advertising.
The secret behind the success?
Nancy Vonk,
half of the creative team at Ogilvy & Mather
responsible for the ad
(Janet Kestin being the other co-chief creative officer),
said
(in the September issue of Financial Post Business),
it was to “find people who give a shit
and let them tell others.”
You want a successful product.
Find people who give a shit.
If you can’t find them,
your product isn’t going to be a success.