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Pioneers of Digital is a book showcasing

success stories from leaders in advertising,

marketing, search and social media.

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

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

CASE STUDY INSIGHT

(My personal favourite!)

Dove’s campaign for real beauty

The ‘evolution’ campaign

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.

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.

As well as dozens of spoof videos which mocked the

campaign. http://www.youtube.com/watch?v=T8Jiwo3u6Vo

OTHER NOTABLE CASE STUDIES FROM THE BOOK

OBAMAS ELECTION CAMPAIGN –

WEB ACTIVITIESThe man behind it

THANK YOU