Unilever's senior vice president global media has discussed the company’s new marketing strategy 'Crafting Brands for Life’ claiming that it will help it overcome the challenge of engaging customers in a multi-platform world, while addressing the ever quickening pace of change where it's brands are always 'live'.
Speaking at Ad Tech London about the global brand owner’s strategy, Luis Di Como examined differing campaigns developed for Unilever brands around the world and how they connected with consumers using online and mobile techniques.
"The digital revolution is changing the way we are creating and building brands within Unilever," he stated. "The pace of change will never be as low as it is today…we need to be experts in this new environment. We need to be experts in the craft of storytelling in this connected world across multiscreen platforms," he said.
To convey the pace of change, the Argentine-born marketer presented two pictures of crowds gathered at the Vatican when the current and previous Pope made their debut appearances. The first was a scene of the crowd for the announcement of Pope Benedict in 2005 and the second from this year, taken from exactly the same spot, for the announcement of Pope Frances. The remarkable difference? The second photo captured the crowd all taking pictures using their mobile phones, while the former didn't include a single one.
He used these pictures as an example of how the world was now able to create and share its own content, an innovation created through mobile that has created a problem for global companies such as Unilever.
"The challenge at Unilever is how do we connect and engage with people in this connected world" he explained, before adding that the new strategy would see its brands attempt to reach consumers using social and mobile platforms via engaging content that would work across "the whole consumer journey" including point of sale.
"We need to do that but with a purpose," continued Di Como before breaking the strategy down into three individual 'pillars'; Brand Purpose, Putting People First and Unlocking the Magic.
"We talk about the people in a realistic way and have an understanding of the human truth," he said of the the second pillar, while the third is set to see Unilever attempt to "provide integrated magical brand experiences that think end-to-end in this connected world. In this world, we don't own our brands, our bands are in the hands of consumers. We need to consider how we provide meaningful, contextual brand experience."
Di Como claimed that in this 24/7 "connected world" of social media and technology, brands now had to be "live" at all times, while delivering engaging content and deliver an emotional response.