Neutrogena, Pond’s and Clean & Clear turn to YouTube post Dove’s success

The beauty brands woke up to the power of YouTube after Dove’s campaign went viral. So were these initiatives a hit or did they miss the bus?

e4m by Priyanka Nair
Published: May 3, 2013 9:20 PM  | 3 min read
Neutrogena, Pond’s and Clean & Clear turn to YouTube post Dove’s success

YouTube today has become almost synonymous with online broadcasting. According to YouTube’s official blog, there are more than one billion unique visitors each month. Over four billion hours of videos are watched each month on YouTube and 72 hours of video are uploaded every minute.

In such a case, which brand wouldn’t want to create noise on the platform? Advertisers across the global have used YouTube as a medium to target the niche, create virality and most importantly, create interesting audio-video content.

One such brand which used YouTube to spread an unusual message was Unilever’s Dove. The video that went viral was a part of Dove’s ‘Real Beauty’ campaign that was conceived in 2004 after market research indicated that only four per cent of women consider themselves beautiful. The campaign’s mission is to create a world where beauty is a source of confidence and not anxiety. It was created by Ogilvy & Mather Brazil.

In April 2013, a video titled Dove ‘Real Beauty Sketches’ was released as part of this campaign. It went viral attracting strong reactions from the public and media. In the video, several women describe themselves to a forensic sketch artist who cannot see his subjects. The same women are then described by strangers whom they met the previous day. The sketches are compared, with the stranger's image invariably being both, more flattering and more accurate. The differences create strong reactions when shown to the women. The video on YouTube had over 37,505,278 views at the time of writing this report.

To watch the viral campaign

While Dove was creating a lot of visibility across the globe using YouTube, Neutrogena, Pond’s and Clean and Clear woke up with a start and started tapping this dynamic platform.

Blind following or strategic move?
Neutrogena India has started re-inserting its two-month old television campaign on YouTube once again. In the video, brand ambassador Prachi Desai shares her secret to healthy, beautiful skin by following a three-step skincare regimen.

Though the brand can get recall value from this activity, we think the brand should have used the testimonials that it created from real women few months ago than just using the actual television commercial.

At the end of the day, the more real a beauty brand gets, more confidence it generates. The brand could have created some buzz if it had chosen to plan smart.

Watch the Neutrogena campaign

Ponds’ latest white beauty BB+ Fairness cream product is creating a lot of communication on television as well as on YouTube. What the brand has gone ahead to do is to create plain vanilla advertising wherein models talk about the details of the product.

Well, as a viewer, such a creative piece would put anybody off. With this video, the brand will not attain any attraction other than a few clicks.

Watch Ponds’ campaign

Societal issues are always a topic of discussion on social media. A number of brands have used this as an opportunity and created many engaging initiatives.

The Dream Project is an initiative by Clean and Clear and MTV. Both, the brand and the channel have come together to help young girls around the country fulfill their dreams. The collaboration till now has collected over 1000 dreams from young underprivileged girls across the country. The campaign is impressive but it should be able get the momentum and communication going on for a long time.

Watch the Dream Project campaign

There is a lot more that the beauty category can do on social media. So far, some have made brilliant use of it and some have completely missed the bus. We look forward to more from the category beyond plain vanilla advertising…

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