Book review on Pioneers of digital

1. Lets be friends!
uk.linkedin.com/pub/charlotte-
williams/5b/214/b52/

2. Pioneers of Digital is a book showcasing
success stories from leaders in advertising,
marketing, search and social media.

3. AUTHORS
Mel Carson –
He is most recent role was as
Microsoft Advertising's Digital
Marketing.
He has been writing and speaking
about online advertising and social
media at conferences and seminars all
over the world for over 10 years.
Professor Paul Springer –
He is head of the Faculty of Design
Media & Management at
Buckinghamshire New University

4. The book showcases 20 of the world’s leading digital
innovators and reveals the inspiration behind their
success. The book is laid out in easy to digest case
studies, which tell the stories behind their digital
success.
The Book

5. CASE STUDY INSIGHT
(My personal favourite!)
Dove’s campaign for real beauty
The ‘evolution’ campaign

6. Market research by Dove found that only 4% of women consider
themselves to be beautiful - the aim of their campaign was to
celebrate the natural physical variation embodied by all women
and inspire them to have confidence within themselves.

8. CONTENT
http://www.youtube.com/watch?v=iYhCn0jf
46U
Lots of
views!
One of the campaigns viral videos, tactfully named ‘Dove
Evolution’ – lifted the lid on the beauty industry's
representation of women in advertising. The video
outlines how the beauty industry uses image manipulation
software such as photoshop.

9. As well as dozens of spoof videos which mocked the
campaign.http://www.youtube.com/watch?v=T8Jiwo3u6Vo

11. OTHER NOTABLE CASE STUDIES FROM THE BOOK

12. OBAMAS ELECTION CAMPAIGN –
WEB ACTIVITIES
The man behind it

15. THANK YOU