How Unilever has Mastered the Art of Storytelling to Capture our Hearts and Brand Loyalty

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1 like•1,077 views

Rob Candelino discussed how Unilever has mastered storytelling to build brand loyalty. The Dove Campaign for Real Beauty challenged stereotypes by featuring a diverse range of women and encouraging discussion. The campaign secured over 1 billion total PR impressions and decreased negative sentiment around hair curls by 20%. It also increased printed book requests, e-book downloads, and film views to promote embracing natural beauty.

Marketing

4
Walking  
the Talk
Challenging Stereotypes &
Encouraging Discussion
Listening  
to Women
ONLY 2% of women around the world
would describe themselves as beautiful

total PR !
impressions secured
BILLIO
N
5.1
Decreased negative social
sentiment around curls by
20%
Printed books requested
by school, libraries,
community groups
1K+
E-book downloads
101K+
Keyboard installs/
downloads
928K+
MILLION
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@newscred
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Surveys consistently report that consumers would choose a brand that "makes the world a better place" over other brands and will pay more for such a brand – even in a recession. How should marketers capitalize on this? Web 2.0 has made it possible for companies to engage with specific communities about relevant causes like never before. However, having a clear strategy is critical to avoid missteps, which can inadvertently undo the good your company is purporting to do. This webcast will address some of the issues that companies face when trying to position themselves as "doing good," as well as provide some solutions and tools to improve your company's ability to market social good successfully.

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How Unilever has Mastered the Art of Storytelling to Capture our Hearts and Brand Loyalty

1. @newscred Keynote: Case Study – How Unilever Has Mastered the Art of Storytelling to Capture Our Hearts and Brand Loyalty Rob Candelino, General Manager/ VP Marketing, Haircare, Unilever

2. BRANDS WITH PURPOSE

3. 3 CAMPAIGN FOR REAL BEAUTY

4. 4 Walking   the Talk Challenging Stereotypes & Encouraging Discussion Listening   to Women ONLY 2% of women around the world would describe themselves as beautiful

9. total PR ! impressions secured BILLIO N 5.1 Decreased negative social sentiment around curls by 20% Printed books requested by school, libraries, community groups 1K+ E-book downloads 101K+ Keyboard installs/ downloads 928K+ MILLION 28.3 ﬁlm view s

10.

11.

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13.

14.

15. THANK YOU @dove #LoveYourHair

16. @newscred MASTER CONTENT MARKETING WITH #ThinkContent University Get over six hours of premium content free with promo code: TCSummit16* Regularly $895; expires June 17, 2016 insights.newscred.com/thinkcontent-u

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