Razorfish, the world leader in helping global brands drive business transformation, today announced Forrester Research has featured the agency in a September 2015 proprietary report titled, “Case Study: Unilever Designs Content Around Customer Interests, Not Products.” In the report, Forrester Analyst Ryan Skinner examines how Unilever, the world’s third-largest consumer packaged goods company, made a radical change to “develop a brand communication strategy around customers’ needs instead of products or brands.”
Unilever discovered that its customers look for hair care-related information 11 billion times per year. As a result of these key findings, they were faced with the challenge of increasing the presence and relevance of Unilever hair brands online, establishing and sustaining a personal, long-term relationship with core audiences, and selling more hair care products, either online or offline.
Unilever’s Renato Rossi, global brand manager for Unilever’s Dove hair care products, used this opportunity to grow sales by connecting with those customers searching for hair care information online via widely followed video bloggers (vloggers) who produce their own content. Together with Razorfish, Unilever created an innovative customer-led program, called “All Things Hair,” which quickly became the world’s leading branded YouTube channel for hair care – transforming their marketing strategy from a product-centric to customer-centric approach.
On leveraging vloggers to create branded content, Rossi was quoted in the report: “We couldn’t dictate. The vloggers had to dictate. If we dictate too much, we’ll take away the very thing we wanted – the engaging content and connection to the audience.”
William Lidstone, Razorfish Global CMO, agreed with an assertion from the report, noting that, “this project had no brief within Unilever’s typical market planning and thus no budget.” The report also noted that, in order for the program to come to fruition, the team needed to strike a new path that would establish precedence for cross-brand collaboration, overcome resistance from a product-centric marketing culture, and make the most of a modest strategic investment from the category pot.
In the first six months, All Things Hair generated 20 million video views, which in turn attracted the brand channel more than 120,000 subscribers (presently 176,800 subscribers). To read more about how Unilever successfully balanced marketing goals with creative freedom, utilized predictive search data and achieved strong reach and engagement, click here: http://blogs.forrester.com/ryan_skinner