Yahoo India and HUL created first Branded Knowledge Video Search
Yahoo India Answers in association with HUL (Hindustan Unilever Limited) created world’s first Branded Knowledge Video Search (source indiaprwire). Yahoo India is chosen as the launch pad for HUL’s Dove to launch the Dove Hair care campaign in May 2007. I believe this is the biggest ever online campaign in India. Here is the link for the Dove promo site (click here).
As per the report Yahoo India interviewed 250 women in 3 cities - Mumbai, Delhi and Bangalore, asking questions about hair care in a span of 9 days. They have also created 1,000 minutes of video footage of the interviews. Launched on May 16, 2007, users spent over 830,000 minutes on the dove promo site of which close to 69,000 minutes were spent only on viewing videos. Over 2000 answers were posted by Yahoo! users, making this the largest ever branded campaign on Yahoo! India Answers.
This is the first ever success story that I have heard in India, which effectively used the social media to create a successful online campaign. I certainly believe that we will be seeing more such campaigns in India.
Social networking sites have little effect on influencing online retail sales, says JupiterResearch said,
July 17, 2007 @ 3:57 am
[…] As it’s said above, JupiterResearch claims that “From a branding and advertising perspective, social and community sites are garnering a great deal of influence online,”. This is well proven by Yahoo India and HUL creating a branded knowledge video search for Dove hair care campaign. Here is our coverage about the same (link here). […]