Yahoo! India Answers and Hindustan Unilever Ltd (HUL) have made rapid strides in the area of social media. Yahoo! India Answers collaborated with HUL’s Dove to launch the ‘Dove Haircare Range’ in May 2007. Yahoo! was also chosen as the property that would be the launch pad of this initiative, and both companies created the world’s first branded knowledge video search.
Pearl Uppal, Director-Sales, Yahoo! India, said, “The success of this campaign is a result of not only the endeavour of Yahoo! to deliver the best of the digital world to our clients, but also the faith that advertisers like HUL place in us. While the medium holds great potential and we will continue our role as evangeliser, advertisers remain the key in actually converting our belief into campaign performance.”
The Yahoo! India camera crew went across Mumbai, Delhi and Bangalore, asking women about hair care. In a span of nine days, over 250 women were interviewed and 1,000 minutes of footage was recorded. Launched on May 16 this year, users spent over 8,30,000 minutes on the Dove promo site, of which close to 69,000 minutes were spent only on viewing videos. Over 2,000 answers were posted by Yahoo! users.
Rahul Welde, General Manager-Media, HUL, said, “The Dove campaign is a fine example of what the Internet can deliver to the brand. The exclusive initiative with Yahoo! India also shows how the power of the Internet can be harnessed. It has executed a compelling solution in response to what was a very open-ended brief. We are very excited with the idea and the results, and are looking forward to many initiatives with Yahoo! India.”
The campaign was created and hosted by Yahoo! India, while questions on hair care were posted on Yahoo! India Answers, in addition to the video answers. Users could not only view the videos, but they could post their answers to the Dove questions as well.