The Dove Real Beauty campaign is more than ten years old. What could the brand do next to sustain attention and drive further viral success? How do you know when it's time to quit a campaign and start something new?

Tom Webster from the Marketing Companion podcast with Mark Schaefer suggests searching #spon to find sponsored content on social media. try for Twitter or Instagram. What do you find? What is the quality of the content? Are brands getting what they pay for? Are there best practices you would suggest?

Branded content has the potential to cross ethical boundaries. Find some sponsored articles on news websites and social channels. How do you know that it is sponsored? Is the content biased or valuable? Is the small disclaimer enough? Can you find an example of branded content that you feel may cross ethical boundaries?

Answer rating: 100% (QA)

Dove Real Beauty Campaign Sustaining Attention and Knowing When to Quit To sustain attention and drive further viral success Dove could consider 1 Interactive Campaigns Engage the audience through int... View the full answer