You wouldn't dream of placing a full-page ad for Velveeta cheese in fashion mag Vogue. It simply isn't the proper channel. So why would the geniuses at Ogilvy & Mather think that launching a Dove campaign on YouTube would be a success? Wrong demographic. Wrong channel.
Think more along the lines of iVillage.
MarketingVox has more on this misstep.
Tuesday, January 23, 2007
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