Unilever's Digital Marketing Program

• "Dove's "evolution" video in 2006 generated hundreds of millions of viral views and received many creative awards. The parent company's evolution has been a bit rockier," reports Advertising Age. "Unilever had some digital successes on other products, too, but results were far from universal. So in early 2008, the company sent U.S. media executive Babs Rangaiah to London to help build a digital capability that was truly global. The appointments of Paul Polman as CEO a year later and of Keith Weed as chief marketing officer in 2010 meant more senior leaders committed to ramping up digital." Read more.
• "As internet users increasingly ignore static banner ads, marketers are producing more interactive creative units that encourage users to get involved with the product," notes Smarter Investing Covestor. "Here's a brilliant one incorporating game mechanics that's the talk of the marketing crowd today. It's from premium ice cream maker Magnum, a Unilever (NYSE: UN) brand." Read more.
• Chief Marketer notes that "Unilever has extended its series of Webisodes for its I Can't Believe It's Not Butter Spray. This one, including six animated Webisodes and one TV spot, plays off the presidential campaign. The latest storyline features 'Spraychel' in her quest to be president of the fridge. But Spraychel’s opponent, 'Maxwell Butterman' tries to block her effort with his stance on old-fashioned ways of eating." Read more.
• "In early 2010, Unilever launched a campaign 
• on Facebook to distribute samples of its new 
• Marmite Cereal Bar and to drive awareness of 
• the new product," goes a report from Facebook Ads. "As part of raising awareness, 
• the company also sought to increase the number 
• of users who connected to the Marmite Cereal 
• Bars Facebook Page, the free public profile that 
• enables companies to share their business and 
• products with Facebook users on an ongoing 
• basis. The activity on Facebook was part of an 
• integrated campaign that included print media to 
• raise awareness as well as additional sampling 
• initiatives through digital Transvision screens and 
• escalator panels." Read more.
• Keywords used in the search: Unilever "Digital Marketing", Unilever "Interactive Marketing". Another one: Unilever "Internet Marketing".