I am seeing a trend lately in companies who are choosing to go ‘user gen’ in their ad creation, not to mention using YouTube in their advertising plan. Today’s example is Dove. Now, Dove is an old-lady’s brand, with little relevance for today’s younger consumers. The stodgy brand is attempting a more youthy feel by direct placement on YouTube and an appeal for homemade advertising.
It’s a bold move, in that most of what they’ll get is derision on YouTube, but as we’ve seen with Scoble and what he did for Microsoft, even though people mock and complain, they seem to appreciate it when a company takes interest in their space. Take a look at the ad’s YouTube comments and see if your company would be so bold.