Dove Real Beauty Sketches
By Cassandra Louise Wibawa
Dove introduced its Campaign for Real Beauty in September 2004. Unilever, the manufacturer of Dove products, fielded a global study to observe more about women’s perceptions toward beauty. According to Adamson (2006), the Campaign for Real Beauty asks women to give thought to society’s definition of beauty, the constant search for perfection, and the way the media shapes consumer views.
Look Up by Gary Turk
By Christine Luong
‘Look Up’ is a short film created by Gary Turk, a British writer and director. The video is a spoken word film that was posted to YouTube on the 25th of April 2014. The film focuses on consumers being too attentive of their technology and not of each other, as well as highlighting what users are missing out on as a result of ignoring their surroundings.
IKEA's Facebook Showroom
By Xuanling Li
IKEA Facebook Showroom was a creative campaign created by ad agency Forsman and Bodenfors in 2009, which was about promoting IKEA’s new store in Sweden. This campaign focused on tagged images on the personal Facebook page specially created by the new store manager named Gordon Gustavsson. The campaign went on for two weeks.
KONY 2012
By Jasmine Subrata
American advocacy group Invisible Children uploaded a 30-minute video that would change the course of online history. The mission of the video was simple; to increase awareness of Joseph Kony and in turn, convince the U.S. government to help regional forces remove him from the battlefield. The Kony 2012 campaign became the most viral campaign in history, reaching 100 million views in its first six days.
First Kiss by Wren
By Ellyse O'Halloran
‘FIRST KISS’, a video by amateur filmmaker Tatia Pllieva, was uploaded to YouTube on March 10, 2014 and has over 82 million views to date. It’s a 3 and a half-minute piece shot in black and white that shows 20 strangers meet for the first time and kiss. All subjects in the film are wearing items of clothing from WREN’s fall 2014 collection. It also spawned re-imaginings, parodies and alternate versions within weeks of upload.
Case Study Conclusion
By Xuanling Li
Successful online advertising campaigns we examined above have something in common. Firstly, the duration of each campaign is short but the content is rich. They all focus on appealing to its target audiences that they all have a well-structured narrative and represent from audiences’ perspective (such as human’s complex emotions). Secondly, producers successfully used and applied multimedia elements (text, audio, still/moving images, video) into individual campaign in order to attract audiences’ attentions.