There is a distinct shift in communications from a one-way“one-to-many” model represented by traditional advertising toward a many-to-many, interactive model has been well documented. The new communications environment, however, has thrown up even more novel ways to create and deliver value. Focusing on consumer-generated ads, one study identified three main motivations for the creation of such ads: (Berthon et al., 2008)
• “Intrinsic enjoyment,” wherein the focus is on the development of an advertisement created simply for the purpose of self-expression
• “Self-promotion,” whereby consumers draw on a brand to promote themselves
• “Change perceptions,” wherein the goal is to make other consumers view the brand differently.
Here, I would like to share a good example of "intrinsic enjoyment" on Dove’s Youtube Ad.
This is Dove's Commercial Ad
This is a consumer-generated-content Ad imitating Dove's Commercial Ad just for self-enjoyment.
The Dove campaigns worked so well. They are extremely popular and shows the power of letting the consumers get involved. It also comes down to how consumers use brands to say things about themselves, and through the use of SM, they have such a wide audience to say these things too.
ReplyDeleteRoss
Consumer-generated content is so much more enjoyable to watch, particularly when it parodies branded messages. A real danger for brands, but maybe they should be embracing opportunities, and encouraging more brand-endorsed UGC? Doritos do it well.
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