A clip on YouTube for Dove Cream Oil recently invited viewers to make their own ad which would be made available during the Oscar ceremonies in February. The clip was highlighted on the home page of YouTube for a good few days. However, the video only got a one star rating on the YouTube service from 10,000 reviewers, despite getting around 3 million viewings. The comments section had to be closed after receiving too many irate reactions from the YouTube community.

However, a similar push from the brand on AOL’s Living service generated a much more positive response. 750 entries were sent in for the ad opportunity.

Shmuel Tennenhaus, in his YouTube vlog oneparkave, comments that many YouTube viewers were annoyed at Dove agency O&M’s lack of creativity and insight into YouTube’s culture:

We think that for Dove it was a fair play experiment. The agency and client Unilever will take the negative results from their YouTube push and learn a lot from it.