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Posts tagged with Unilever

The rise of the direct-to-consumer model (it's not just Dollar Shave Club)

Dollar Shave Club has come a long way in just four years and is the most oft-cited direct-to-consumer model in FMCG.

The brand had a wildly successful viral ad and sells a subscription to razors for as little as three dollars per month - its sales reached $152m in 2015.

Recently, the company’s success was cemented when Unilever snapped it up for a cool $1bn.

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A closer look at Dove's anti-sexism #MyBeautyMySay campaign

For its latest campaign, Dove has teamed up with former gymnast Shawn Johnson to shed light on the sexism that female athletes are subjected to.

By highlighting how conversation is often centred around beauty and aesthetics rather than athleticism, it is aiming to change the narrative once and for all.

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man at festival

Marketers, should we be more honest about gender stereotyping?

Earlier this year I attended the Women in Tech ‘Advocating Inclusivity’ event. As an icebreaker we were asked to solve a riddle, you may have heard it before:

A father and son are in a car accident. The father dies instantly, but the son is taken to a hospital.  The surgeon comes in and says, “I can’t operate on this boy.”

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innovation

19 innovative startups set to revolutionise marketing

Technology has fast become a critical enabler of marketing innovation.

Savvy marketers and their agencies are looking to the increasing number of technology startups to inspire and support the creative execution of their campaigns.

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BuzzFeed admits it deleted posts due to advertiser pressure

Earlier this month, prominent online publisher BuzzFeed denied accusations that it had deleted posts critical of its advertisers at the request of those advertisers.  

However, an internal BuzzFeed investigation has determined that it did indeed succumb to advertiser pressure on several occasions.

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Native advertising: the Guardian Labs way

Guardian Labs began in early 2014 with its aim to work with clients to create sponsored content opportunities.

This is a trend in publishing with BuzzFeed and The Telegraph (and more besides) experimenting with in-house content creation tailored for brands.

The Guardian is seeking to rise above some of the disquiet around native advertising (is it a case of the emperor's new clothes?) by simply creating transparent sponsored content to a great standard.

Anna Watkins, who heads up Guardian Labs, was speaking at the IAB's Content Conference and this is what I took from her talk.

For a full intro to native advertising see the new Econsultancy report, Native Advertising: What it means for brands and publishers.

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unilever logo

Advertising trends: Unilever is out in front

Ashley Friedlein, Econsultancy CEO, kicked off 2014 by pointing to six trends of note in advertising.

These were real-time bidding, native advertising, video advertising, targeting, localised and geo-targeting, and mobile advertising.

Unilever is a company that continues to innovate in advertising. Let’s look at how.

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burger

Six delicious YouTube channels from food brands (and two yucky ones)

Like takeaway food, online video can be consumed pretty much anywhere.

Engaging video, with its heritage in television programming and advertising, is eminently sharable through social media, and can be staggeringly successful, or altogether lacking in umami.

So, which brands are using video, and YouTube in particular, to great success? How have these brands approached the creative in shareable content, and who has yet to nail it?

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Five lessons in corporate brand building from the big boys

There’s been some talk in the last weeks about FMCG companies investing in and building their corporate brands. 

Research by media monitoring company Precise, published in March 2013 says that consumers are more likely to view FMCG companies favourably if they develop a recognisable corporate brand.

Now comes the news that Johnson & Johnson have unveiled a new corporate slogan, prompting Mark Ritson to write in Marketing Week last week in less than complimentary terms about various attempts at corporate brand building.

What all this proves is that the audience for corporate brands has extended beyond the traditional confines of city, press and internal staff to include consumers, and the principles of brand management are being applied.

In fact, both Reckitt Benckiser and Unilever place so much importance on their corporate brands that they use digital asset management systems to manage them.

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Marketing vs. inertia: how to make sure marketing wins

In September 2012 the UK Payments Council released a report stating that in the year prior to May 2012, only 2.5% of consumers surveyed had switched bank.

Not just that, but 88% hadn’t even considered switching. 

Not necessarily a surprising statistic, banking is a system with a lot of inertia on behalf of the customer and a lot of friction on behalf of the banks. 

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Which were the best mobile innovations of 2012?

It's been a great year for innovation in mobile, with brands embracing new technologies to try and find different ways of engaging with consumers.

Location-based services, social tools and augmented reality apps have been among the most prominent trends, and there have also been some interesting developments in mobile payments and m-commerce.

To round-up some of the most impressive examples of mobile innovation from 2012 I asked several brands and agencies for their input. 

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Customers won’t ‘like’ you unless they like the value you offer in return

malibuWith two thirds of adults now connected to at least one Social Media platform, its rise over the past few years has been staggering.

It’s hardly surprising therefore, that companies have followed consumers on to these social platforms in an attempt to engage with them and get noticed.

What is surprising however, is that some brands don’t seem to have put much thought into their social engagement strategy; they’re more about being social for social’s sake, rather than being social by design and really understanding what it is they want to achieve by connecting with existing and prospective customers via Social Media.

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