Though Dove's spot for the 2006 Super Bowl resulted in almost 500 million impressions before and after the big game, one commercial seeded on YouTube has generated more than 1.5 million views.
"Dove Evolution," a 75-second viral film created by Ogilvy & Mather, Toronto, was uploaded to YouTube on Oct. 6 and has been viewed over 1.7 million times since, Ad Age reports. While that total is impressive, it pales in comparison to the sudden traffic spike the site Campaign For Real Beauty has enjoyed from the viral success of the "Dove Evolution" film. According to Alexa, the jump in traffic earlier this month more than tripled the surge that Unilever enjoyed from Dove's 2006 Super Bowl spot.
The buzz generated for the video has also been fueled by bloggers, who have made the video one of the Top 15 most-linked-to videos among bloggers, according to blog-tracking service Technorati. The popularity of the film has spilled over to mainstream media, with featured segments on television shows "The View," "Ellen," CNN, "Entertainment Tonight" and Fox's "Geraldo," all within the last two weeks.
The numbers that will definitely grab advertisers' attention is that a 30-second spot for the 2006 Super Bowl cost $2.5 million, but there was no cost for Dove to upload "Evolution" to YouTube.