In the age of viral videos, advertisers sometimes call what they create "content." That may be justified in the case of Unilever, the London-based consumer products giant. A few years back, "Evolution," a one-minute video by Dove fast-forwarding the transformation of a girl into a model, became one of the first ads to spread to tens of millions of people through social media. A recent consumer survey from ExactTarget named Dove and its Campaign for Real Beauty among the five favorite brands on Facebook (along with iTunes, Oreo, Victoria's Secret, and Wal-Mart). Meanwhile, Unilever's Axe brand has a decidedly different message. Most famously, when its "Chocolate Man" video for body spray went viral, it seemed to convince millions of guys that using the spray would make them as irresistible to women as a fudge sundae. Earlier this year, Unilever revealed that it is doubling its spending on digital marketing globally. To find out more about its digital media strategy, Technology Review spoke with Rob Master, Unilever's North American media director.
To read the full, original article click on this link: Technology Review: When Advertising Becomes the Show: Q&A with Unilever's Rob Master
Author: Evan I. Schwartz
