Marketing is a mixture of magic and logic, and digital marketing can deliver both.
That was the key message in the opening keynote of the 2013 Dmexco show, given by Unilever CMCO Keith Weed.
“I don’t have a particular love for digital,” Weed said, “but I love what it can do.”
He went on to say that his ambition was to have people know and love Unilever for what they do in digital and mobile the way they currently do in TV.
He outlined how Unilever’s strategy, “Crafting brands for life” is applied online across its three pillars; Putting People First, Building Brand Love and Unlocking The Magic.
“Putting people first is about how people live and how we engage with them. For example, Dove stands for real beauty and real care. Digital allowed us to create a movement. Dove Sketches is the fourth most shared ad ever. That’s the magic; imagine trying to engage that many people on TV or in print. The logic is that it has had 170m views and is the most watched online ad of all time.
“Building brand love - you need a great product for people to buy, but you also need a great idea for them to buy into. Lifebuoy is a disinfectant soap and it’s a big brand in Africa and Asia. We’ve taught 30m people to wash their hands because one of the best things you can do to improve health is washing your hands properly.”
Weed gave two examples of unlocking the magic. The first was the Cupidity campaign for ice cream brand Cornetto, which featured four short films about teenage love. The second was the Axe Apollo Space Academy campaign, which Weed described as bringing magic and logic together. The campaign will end with 22 young men being sent up into space.
“A campaign like this is only possible if you can achieve reach and leverage the huge investment,” he said.
About Me
- Keith Weed
- I am responsible for the marketing and communication functions at Unilever, a role that also includes leading Unilever's sustainability work, its drinking water business (Pureit) and the Unilever brand. Prior to this I was Executive Vice President for Global Home Care & Hygiene at Unilever, covering Fabric Cleaning, Fabric Conditioning, Household Cleaning Products, Oral Care and Potable Water. Previously I was Chairman of Lever Fabergé and Chairman of Unilever Export. I have worked for Unilever in the UK, France and the United States, as well as in a variety of global and regional management and marketing roles. Outside Unilever, I am a Fellow of The Marketing Society and, as an engineering graduate, a Fellow of the Institute of Mechanical Engineers. I am also a non-Executive Director of Sun Products Corporation.