Originally published at Jack Myers’ Media Biz Bloggers
Unilever recently launched a remarkable TV campaign for Dove called “Dove Real Beauty Sketches.”
Its power is that it reveals a lot about how women think of themselves.
It also reveals a lot about how we think about digital marketing.
Watch the spot below.
Now, take this simple 5 question test.
- How would this execution fare in digital A/B testing vs. a free offer?
- What data, based on previous A/B testing, would have led to this execution?
- Would this ad be deemed successful if it was based on CTR? Conversion?
- What KPI would you optimize this ad for?
- Are the things we “know” about digital marketing good for building brands, or not?
Extra credit questions:
- As a digital ad, would this ever have made it out of your digital agency’s office without a call to action?
- If it did, would you have had the courage to approve it?
