Originality, cleverness define Unilever’s award-winning digital marketing campaigns.
You don’t earn a cyber Grand Prix award at the Cannes Lion
International Advertising Festival and get named Advertising Age’s No.
1 Digital A-List company without having a strong vision for your
And Rob Master, North America media director for
Unilever, Englewood Cliffs, N.J., will tell you that having a clear
definition of what a brand stands for is key to the company’s digital
Advertising Ageinterview he said, “Almost
inherent in what we do, I think, is the importance of storytelling for
our brands. A 30-second ad is a story we pull together for consumers on
TV. Digital is an extension of that storytelling in typically longer
Viral videos and online programs have garnered millions of
viewers for Unilever. The company’s Dove brand “Evolution” viral video
showed a nude-faced woman transform into a supermodel-esque beauty with
a team of make up and beauty professionals as well as digital
alterations. Originally broadcast online only, “Evolution” picked up
air time on morning talk shows as well as other forums, and has been
viewed by an estimated 500 million people.
brand “In the Motherhood” was an online program that asked women to
submit stories on its Web site about being a mother and then
transformed some of these stories into professionally written
“webisodes” acted out by well-known actresses. “In the Motherhood”
attracted more than triple the expected 1.8 million viewers - 5.5
million - at least in part due to plugs on “The Ellen DeGeneres Show,”
This type of cross promotion - through several
media - is all part of the synergy that has made Unilever’s digital
campaigns so successful.
While the company’s beauty brands
have garnered the spotlight in this arena, Unilever’s food brands are
forging ahead in the Web world as well. Here are a few upcoming or
ongoing digital food brand campaigns:
Promise Spreads and
SuperShots - videos on the brand’s Web site starring give heart health
advice to consumers through Dr. Richard Collins, the “Cooking
Cardiologist,” and Life, Nutrition and Fitness Coaches Leeza Gibbons,
Melissa Ohlson and Michael George.
Country Crock - “Spread the
Sharing” is an interactive Web site where consumers can share their own
inspiring stories of giving and Country Crock donates a meal to
families in need through America’s Second Harvest.
“Bertolli Nights In” is an interactive Web site where consumers were
asked (by Rocco DiSpirito no less) to share videos showing how Bertolli
frozen meals are an ingredient to a romantic night in for romantic
couples. Winners were chosen and one will be made into a feature length
I Can’t Believe It’s Not Butter! - ICBINB’s Web site
features an interactive game show “Now You Know Better!” that consumers
can play as often as they like hosted by actor John O’Hurley.
May 11, 2008