This is effective advertising for web 2.0: DOVE video

This 1 minute 14 seconds youtube-video produced by Dove drove three times as many visits to the Dove website as did their whole TV campaign over the past two years:

The findings were revealed by Jaap Favier at the Interact conference in Bruxelles today. Jaap Favier is vicepresident at Forrester Research, and the conference is organised by IAB Europe - the european branch of FDIM.

Jaap Favier did a very convincing presention on the task advertisers need to undertake to reach the consumers of the present web 2.0 internet environment. What you need to do, he claimed, is to understand how to influence the group dynamics, that web 2.0 has brought to the forefront.

Realize these four different types of consumers and act on them: Very few are creators, a bit more are critics (commenting what they experience), some 20 % are collectors finding good stuff and sharing it with their peers, while the rest are couch potatoes, “passively” receiving.
(Live blogging from Bruxelles)

The morning of this big day :

Dear all, thanks so much for your Interactions and posts! I hope I'll get some feedback on the Blog about your Interact experience, and I look forward seeing you next year for Interact 2008 in Germany! Greetings and look forward meeting you all in The Plaza hotel....enjoy some AdEx investments figures ;-)