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October 04, 2007


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Dear Pete,
maybe there is a very simple explanation for the high share of non-English blogs on Day 1 : time zones. What is Day 1 : 00:00-23:59 in EDT ? Bloggers outside of the Americas may have had a head start of a few hours, depending on when the campaign went live and when you 'call it a day'. Just a thought.

Great comment. Yes, I carefully thought that through. The flow of global data was consistent throughout the first 48 hours. Very evenly distributed.

Interesting stats and thoughts Peter. I was one of the bloggers from the ad community that did a post on Onslaught the first day it was released and embedded the video as well. My first thought after reading your post as to why the non-English blogs were so strong on Day 1 was the same as the first comment here from Wim about time zones.

Other than that I would note that before Dove first launched this Campaign for Real Beauty they conducted a Global Beauty study of 3,200 women from 10 countries. You can download the study from their website.The Campaign has truly had a global reach from the start.

As far as the influence from the ad community bloggers, my blog ( focuses on interactive promotions, and I have written several posts about Dove's campaign. I've personally wanted to make this campaign a viral success story because I believe it is a serious issue (as a mother of two teen-age daughters). So I would actually count myself in both and consumer blogger.

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