With over 54 million views in two months, Dove has a winner in this Real Beauty Sketches video series.
I’m not here to argue the merits of the campaign with regard to beauty. In my opinion, however, they’ve struck a chord with the general public. The result is a winning content marketing strategy. They’ve challenged people with how they look at themselves and managed to attach their brand to the process.
I think what they’ve also been able to do is intrigue and the engage the audience. From the moment Gil Zamora announces that he is a forensic artist and that he worked for the San Jose Police Department, the viewer is hooked. From the music selection to the loft gallery feel, there’s a calming and inviting sense about the setting. As participants enter, there’s a mystery surrounding the process and what exactly this has to to do with Dove. As they describe their experience further, one can’t help but think what it would be like to be in their position.
We each have difficulty in seeing ourselves for who we are. We may be too critical with small areas. This exercise allowed some to see themselves in a brief but tangible way through the eyes of a stranger. We each come away wanting to know what that moment of realization must be like.
What are the lessons you see from Dove’s Real Beauty Sketches series? What are the ways your organization can use content to better engage your employees, members, and customers? What are the topics or trends in your industry that your brand could be more effectively associated with?
The Hobbit Air Safety Briefing from Air New Zealand was posted two days ago and, as I write this, already has over 3.3 million views on YouTube!
So, what’s the genius of Air New Zealand on this?
- It’s current. The world premiere screening of The Hobbit: An Unexpected Journey is on November 28, 2012 in New Zealand. The movie will be in US theaters on December 14th.
- It’s shareable. The hobbit safety briefing is so shockingly unique, so uniquely creative, so creatively shocking that the first reaction a lot of people have is to share it. And in this age of social media, isn’t that what a brand wants? In fact, when they do case studies in the future (like next week) on the concept of viral, this may be Exhibit A.
- It’s funny and unexpected. There are times in this 4 minute 27 second video where they seem to be making fun of the characters, being star-struck, the production, the whole process really. They feature unexpected transitions and weave a story line into “No smoking” and “What to do in the event of an emergency” announcements. Around every bend there’s a twist, and one has to watch it more than one time to catch them all.
- It makes them human. Oddly enough, using fictional characters makes the airline seem more human to the viewer. It’s not the regular routine, business as usual kind of approach.
- It takes an otherwise boring and often disregarded topic and makes it interesting. Ah, the many training videos that could take a lesson from this! The point too is that humor often makes a message memorable, even one as important as air safety.
What other genius do you see from Air New Zealand in this? What are the lessons you see for your organization’s content? How can you make it more current, shareable, funny, unexpected, human, and, quite frankly, less boring?