Dove Posts Biggest Academy Award Advertising Lift
by Tim Wolters March 11, 2008Nearly two weeks have gone by since No Country For Old Men won Oscar honors for best picture. We tracked 11 advertisers before, during, and after the show to determine blog buzz. This enabled us to calculate a lift value off of the pre-show buzz to figure out who received the coveted earned media share of voice post the event. Overall discussion of the event was decidedly negative with only 32 million viewers as reported by Nielsen.
Probably the most interesting marketing story came from Dove who received the biggest overall lift from the pre-show buzz at nearly 500 percent with their UGC (user generated content) commercial contest. This spot from winner Celeste Wouden spawned comments such as
“Kudos to Dove for knowing how to use Social Media 3 as we like to call it to GREAT advantage! Hey, these folks are REALLY good at creating commercials. Watch out agencies”
Lift Percentages by Advertiser
| Advertiser | Lift Percentage |
| Diet Coke | 190 |
| GM | 58 |
| L’Oreal | 100 |
| Mastercard | 83 |
| Dove | 475 |
| JCPenney | 147 |
| Bertoli Foods | 25 |
| Mars | 0 |
| American Express | 37 |
| Toyota | 57 |
| McDonalds | 82 |
