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The campaign went viral, and over 50 million people viewed the videos during the first 12 days of release.
To date, Dove has had almost 180 million views — views that are intentional and targeted.
Branded content is content that does not involve traditional advertising.
Companies need to try new methods if they want to keep their viewers’ attention. According to Brian Clark, the CEO of Copyblogger, branded content is like some of the content created in the 1940s or earlier.
In the 40s, it was common for shows to have a specific sponsor, or even for a brand to create their own content. Fast forward to the 1970s, and brands like Proctor and Gamble are creating soap operas.
If you’re like many viewers, you’ve even shared branded content on social media.
While branded content appears to be a current trend, it’s one that works.
They created an idea and value around their brand that “beauty is for everyone.” The next step was to figure out how to deliver this message to their community.