Dove's Beauty Patch video has been viewed a whopping 13 million times in six days on YouTube, per the brand's account on the social vids site.
Not surprisingly, that kind of performance is good for No. 1 on this week's Adweek/VidIQ branded video chart. (To be clear, the numbers below reflect data up until April 12, when the four-minute Dove spot had just exceeded 9 million views.)
Created by Ogilvy & Mather Brazil, the long-form commercial presents a scenario in which a handful of women are given a "beauty patch." According to the participants, the patch made them feel more confident about their appearance—and then they learn it's a placebo.
The message clearly has touched a nerve with women worldwide. And it's going to be interesting to see if Beauty Patch can eventually catch Dove's Real Beauty Sketches, a video effort last year that accrued more than 60 million views. Yeah, it's become obvious that Ogilvy creative chief Ancelmo Ramos knows how to generate buzz for his brand client.
At any rate, Dove is definitely on a big roll in reaching its target demo with online video.
Check out the rest of this week's rankings below.
NOTE: Adweek’s VideoWatch Chart, powered by VidIQ, reveals the Top 10 Branded Web Videos on YouTube every week. The chart tracks more than just pure views, as VidIQ incorporates sharing data from Facebook, Twitter and YouTube, among other data sources in an effort to measure true engagement. Every video is also ranked with VidIQ’s proprietary Score which helps judge the likelihood of a video being promoted in YouTube Related Videos, Search and Recommended Videos.
