Free media. Mostly, you get what you pay for.

Media is now “free”, you can make a commercial and put it up on youtube and work/hope to attract an audience, a significant difference to buying time on TV, where you are paying for the delivery of an audience to your advertisement, assuming not too many of them can time-shift to avoid it.

Most ads on youtube and other free media fail to generate viewers beyond the immediate family of those who made it. Some however, generate a significant audience, and a very few deliver a huge audience, one that chooses to watch, and have therefore the potential to delver a brand proposition with enormous authenticity.

This commercial for Dove achieves this rare double, powerful positioning, and a wide audience, almost  13.5 million views to date, although a few, like me, are hardly in the target market, but it is one of the very rare few where they got far more than they paid for.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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