Unilever CMO on social media and marketing

Http://www.aliyun.com/zixun/aggregation/31491.html "> Unilever has always had a deep understanding of social media marketing," groundswell " The book also gives a lot of information about Unilever's social media marketing experience. AdAge's recent article gives us an opportunity to understand how Simon Clift, CMO (Chief marketing officer) of Unilever, views social media and marketing.





describes Clift's understanding of the brand in the new environment:


brand is no longer just the brand itself, digital media allows the brand to contain a large number of social and political dialogue. No matter how much money you spend on advertising, a small percentage of customers can distort the truth with very little cost. So the key to Internet marketing is definitely not just a copy of the successful experience of television advertising brand in the internet era was redefined, regardless of marketers and agents how to obstruct the end consumer's true view will still become a very important part of the brand. In the current economic downturn, marketing is facing greater challenges, experts, celebrities and opinion leaders on product functional, sensory talk more and more interesting and social, and these discussions on the impact of the brand more and more.


Unilever itself has many successful experiences in social media marketing, but there are many lessons. Clift also shared some of the ideas and examples of Unilever in marketing practice, in which some of the problems reflected are very useful.





's first example is the Dove (Dove) Brand's "onslaught" virus video. The video, originally intended as a continuation of a viral video "Evolution", which Dove had been successful in 06, was transformed by Greenpeace into an environmentally friendly video about the destruction of the Indonesian rainforest as a result of the purchase of palm oil by Dove. This adapted video has been viewed on YouTube even more than the "onslaught" itself. Digital allows social and environmental issues to be presented to the public in a new and powerful way, and technology gives people the opportunity to voice their voices and eventually form a resistance through YouTube or blogging.





The second example is the "really beautiful" activities of Dove. Since Dove held a "true beauty" event in 2004, it has received a lot of attention. But the recent activity has not been as satisfying as it has been in sales. In fact, the problem here comes from the product itself, not the activity. Many brand ads only highlight the features of the product function, ignoring the user's preferences, but "really beautiful" such activities can attract more attention, so that a large number of audiences to produce goodwill, but this kind of activity itself is not the sum of the product itself has a good correlation.





In addition, Clift has always believed that Unilever's corporate brand should be more at the front of its sub-brand and assume more responsibility for communicating deeper social and environmental issues with the public. Since his start as Unilever CMO last year, he has struggled to become the steward of Unilever's corporate brand and has made a lot of bold attempts. Since last month, the advertising of all Unilever products in the UK has begun to highlight the Unilever logo. In the United States, Unilever will also adopt a similar strategy.