As most marketers know, it is hard to keep the attention of busy teenage girls. Dove has been able to do just that with their much buzzed about—and passed around— “Onslaught” video. Part of their Campaign for Real Beauty, the provocative film takes a stab at the peddling of traditional and the objectification of women in our culture.
Today, most Americans now spend as much time on the Web as watching television—young people even more so. Posting a video rather than running an ad can be just as effective, as it demands consumer engagement. Online videos ensure that it is being passed along and seen by the niche markets Dove is after—teen girls, their moms and their mentors. Some other standout viral videos are Dove’s “Evolution” video, Mark Ecko’s “Still Free” (where he “tags” the Presidential jet Air Force One with graffiti), and the now famous “The Landlord” video from FunnyorDie.com.
“Onslaught” is part of Dove’s increasing online presence, reflecting the shift, along with other companies like Nike, towards predominantly non-media ad strategies. For example, they recently ran a campaign on a Web show hosted by blip.tv to promote a UGC contest in which people were invited to submit ads for Dove Cream Oil. This is how marketers need to reach youth—through niche outlets and interactive spaces. Dove has also created the “Girls Only Interactive Self-Esteem Zone,” which supplies girls with fun, engaging tools. The site features quizzes like “How do You Really Feel About Yourself?” and “Are You Media Smart?” while also offering them a chance to ask experts for advice and create their very own online magazine. Aside from the girls only zone, Dove has also dedicated a part of their campaign to moms and mentors providing them with tips and information on how to build their child’s self-esteem.
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