Youth Marketing Insights » Dove http://blogs.hillandknowlton.com/meghanstuyvenberg Inspiring best in practice youth marketing through sharing of ideas, strategy, trends and conversations about cool stuff Thu, 04 Feb 2010 04:31:40 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Why being teased as a kid might help brand marketers http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/04/07/why-being-teased-might-help-brand-marketers/ http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/04/07/why-being-teased-might-help-brand-marketers/#comments Tue, 07 Apr 2009 00:13:20 +0000 Meghan Stuyvenberg http://blogs.hillandknowlton.com/meghanstuyvenberg/?p=100 There are all different types of bullying, some more spiteful and hurtful than others. However some forms of teasing, while at the time of childhood development could be quite damaging, are actually probably more a compliment. This is called impersonation, we all know how the saying goes, it is the biggest form of flattery.

With that in mind, watch this Dove Evolution parody:

While I know the video or remake is not new, I just got this for the first time. It highlights how the central idea offered by Dove in the form of a spreadable video is so powerful and simple, and now so iconic, that others borrow from it to spread their own ideas which live on in the online universe. This video is only one example of the several that have sprouted up in the years since this Dove brand campaign launched in 2006, and it is case in point that the best ideas are those that can be stripped back, appropriated and reworked by a variety of communities. Look beyond the content of the re-make as it does not have to be about the product anymore, if you inspire people to act or to speak you are evolving as a brand. Probably someone is going to come across this clip for the first time (not seeing the Dove Evolution ad), and create a mock of a mock. The cycle of culture creation continues, and deep within the new content lies the heart and soul of the first version….the potential is inspiring actually.

As brand managers we should take the time to grasp this opportunity, and instead of trying to stop or contain the online shenanigans, embrace it. Allow people to have fun and create their own interpretations. It is brave to allow consumers to be brand transmitters as that means we lose control, but it is naïve to think that they aren’t already. This is a modern approach to brand-to-consumer communications that really grasps how it works in real life. I would love to see Dove somehow harnessing and connecting back to the consumer activity, not to control it but to remain in the “conversation” so to speak, build on the momentum.

I’m not inherently a creative person with a big “c” so instead of creating my own video I am going to re-post Dove’s original ad and hope that this discussion inspires someone else who might stumble upon this blog.

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