Commentary

The Oprah Effect

How does a social media campaign succeed?

"You get it on Oprah, and you're done," promised Paul Beck, Sr Partner, Executive Director of Digital at Ogilvy Worldwide.

Just how exactly did Ogilvy achieve this feat with its Dove "Evolution" campaign?

“It was not because we put the video on YouTube and MySpace,” he said. “It was because we integrated it into everything we did.”

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