Unilever's digital approach

WARC reports on how digital media are managed at Unilever. It's clear that at Unilever digital is becoming an integrated part of their marketing communications. No more siloes, but digital integrated into everything they do.
"Digital media offers a unique way of connecting with consumers, and is now "woven" into all aspects of the marketing strategy employed by Unilever, the FMCG giant, according to Rob Master, its North American media director.Speaking at the recent OMMA Global conference, Master said that just two years ago it was difficult to see how brands like Hellmann's Mayonnaise and Lipton Tea could successfully embrace the growing range of digital tools available."Could I have been that unimaginative? The answer is 'Yes, I was.' At Unilever, we've gotten a lot more focused and a better understanding of where the consumer is going," he argued.As part of this process, social media is "woven" into the Anglo-Dutch's company's commercial communications, and has a "role underneath everything we're doing."Indeed, Master suggested that the "scale we got with the 30-second spot no longer exists. Social media is less about a channel and more about the fabric of our campaigns."