In October 2011, Dermablend Professional, a cosmetics company specializing in products for people wanting to conceal skin concerns or tattoos, embarked on a remarkable social media campaign. A viral video featuring Canadian model 'Zombie Boy' and corresponding website were established on the internet with a clear message generating a strong online response.
The YouTube clip featured 'Zombie Boy' as a relatively normal looking man with only two piercings. Throughout the video, he removes the previously unknown layer of Dermablend he wears to uncover is true skin (an entire body work of tattoos).
Not only does the video exemplify Dermablend's obvious use as a skin concealer in a creative and attention grabbing way, but it portrays a clear message about customer value. For those wishing to hide blemished skin, there is evidence of the product actually working. But more importantly, for those who feel their idea of physical beauty is not yet socially acceptable, Dermablend is an option. For example, someone with a visible tattoo going for a job interview at a modest company may consider the product. Dermablend is not attempting to say that tattoos are bad, but that despite 'Zombie Boy's' true beauty, their make-up can provide a layer of 'socially acceptable' beauty without erasing what is beneath the make-up for good.
The video clip's initial tag line: "How do you judge a book?" causes viewers to contemplate their own perceptions towards tattoos and skin conditions. And as much as most would hate to admit it, a large majority of people do negatively judge people who look different. This only exacerbates the value Dermablend can offer its consumers.
This innovative and surprising video is perfectly fit for the internet (a medium that allows users to share what they see and hear online enabling free advertising for businesses). The video has received over 11 million YouTube views and almost 8, 000 Facebook likes.
Complementing the video is Dermablend's website 'Go Beyond The Cover.' The site shows the video, allows anyone to join a conversation about it (of which there are a plethora of passionate views), 'meet Zombie Boy' via interviews, watch behind the scene footage from the commercial, learn about Dermablend products, and engage in other conversations regarding occasions we judge only on what we see.
Personally, I believe this to be a phenomenal example of utilizing social media and the internet to convey a precise message, engage consumers and gain brand awareness. Whether or not this would translate into sales or not, I am unsure. What are your thoughts?
Check out the video.
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