AdRants has a look at the continued success of Dove in their online campaigns. Their latest campaign, launched during the Academy Awards, asked women to make and rate their own commercials for Dove products.
As opposed to much of the younger-targeted UGC campaigns we’ve seen in the past, these ads retain much of the Dove brand’s feel. “In fact,” said AdRants, “it looks like a stock Dove commercial (and for WAY less money).“
“This suggests, at least to us, that user-generated content can effectively supplement a broader ad campaign (as opposed to replacing one entirely). And instead of using UGC to try appealing to a YouTube audience (Pizza Pops comes to mind), Dove instead encouraged audience members to meet its standards and reinforce its own cultivated brand message. Impressive.”
Watch the ad at DoveCreamOil.com.