How Unilever’s Audacity of Focus Catapults It to Top Creative Marketer

Eggleston Bracey commented amp8220Our commitment to bold brave and more creative marketing is unwavering Creativity that starts with inspiration connects to commerce at every moment and resonates with people to build desirable and unmissably superior brands It is a huge honor to accept this award on behalf of our exceptional team that truly grasps the power of human connection to serve people and grow our brandsamp8221Here are the five key themes that have propelled Unilever to this elevated position1 Diversity Dynamo Embracing Every HueUnileveramp8217s dedication to inclusivity and diversity is a cornerstone of its marketing strategy This commitment is vividly exemplified by campaigns such as Vaselineamp8217s amp8220See My Skinamp8221 2022 which aimed to reconnect with Black and Hispanic women in the US The campaign aggregated images of skin conditions on nonWhite skin and worked with certified dermatologists to create a searchable database This initiative not only increased product recommendations but also demonstrated Unileveramp8217s deep understanding of diverse consumer needsDoveamp8217s longstanding mission for inclusive beauty launched with the 2004 amp8220Real Beautyamp8221 campaign continues to make significant strides The amp8220Dove Real Beauty Sketchesamp8221 2013 campaign highlighted that women are more beautiful than they believe earning multiple Lions and reinforcing Doveamp8217s commitment to authentic beauty standards Additionally Doveamp8217s support for the CROWN Act 2019 aims to end racebased hair discrimination in the workplace and schools showcasing Unileveramp8217s commitment to creating a more inclusive society2 Tech Alchemist Mastering Data and InnovationUnilever has been at the forefront of leveraging data and technology to create impactful campaigns The Hellmannamp8217s amp8220Mayo McHackamp8221 2023 campaign is a prime example Faced with the challenge of McDonaldamp8217s not serving mayo as a side sauce Hellmannamp8217s found a loophole that allowed customers to order it with their fries This creative solution showcased how Unilever uses data to identify opportunities and engage consumers in innovative waysFurthermore Unilever39s quotLifebuoy39s Infection Alert Systemquot campaign also demonstrates their prowess as Tech Alchemists Lifebuoy a leading hygiene soap brand utilized AI and realtime data to predict and prevent disease outbreaks in rural India By integrating data from various health sources and using machine learning algorithms Lifebuoy was able to send targeted SMS alerts to millions of people advising them on hygiene practices to prevent illness This not only drove sales but also significantly contributed to public health showcasing how Unilever blends technology and data to create campaigns with substantial realworld benefits3 Bold Change Agent Tackling Taboo TopicsUnilever is not afraid to tackle societal taboos through its marketing campaigns Persilamp8217s amp8220Letamp8217s Wash Away the Tabooamp8221 2023 campaign as part of its long running amp8216Dirt Is Goodamp8217 positioning is a perfect illustration This campaign showed menstruation in all its shapes flows and contexts through an exhibition and a book sending the message that itamp8217s not the stain thatamp8217s the problem amp8211 itamp8217s the stigma Reaching millions of people it demonstrated how to use an existing brand platform to challenge societal norms and won a Bronze Outdoor LionAnother impactful campaign is Vaselineamp8217s amp8220Transition Body Lotionamp8221 2024 developed for the transgender community to address skin problems during hormone treatments This campaign won the Glass The Lion for Change Grand Prix illustrating how social change can drive business success4 Creative Catalyst Inspiring StorytellingUnileveramp8217s success also lies in its ability to tell compelling stories that engage and inspire audiences Doveamp8217s amp8220The Cost of Beautyamp8221 2023 campaign is a stark demonstration of how online toxic beauty content can affect young peopleamp8217s health Through a 115second film using real photos videos and diaries it showed the pressure to fit fashionable beauty ideals and invited viewers to sign the Kids Online Safety Act This campaign won six Lions including a Gold in Social ampamp Influencer and a Gold in Health ampamp Wellness proving the power of storytelling in creating awareness and driving change5 Timely Ignitor Connecting with Current EventsUnileveramp8217s marketing prowess is further highlighted by its ability to connect with current events in realtime Magnumamp8217s amp8220Melting Iconamp8221 2022 campaign is an excellent example where the brand used the hottest day in UK history to remind consumers to enjoy ice cream before it melts By photographing the ice cream in different stages of melting and displaying the images on digital OOH sites Magnum created a campaign that was not only timely but also highly relevant and engaging This approach won a Bronze in the Industry Craft LionsUnilever team jubilant on receiving the Creative Marketer of the Year awardConclusionUnileveramp8217s recognition as the Creative Marketer of the Year at Cannes Lions 2024 is a testament to its audacious focus on inclusivity datadriven innovation bold storytelling and realtime relevance The companyamp8217s campaigns not only push creative boundaries but also address significant societal issues driving both commercial success and social impact As Unilever continues to champion these principles it sets a benchmark for the industry demonstrating how creativity can be a powerful force for progress and growthPhoto at top Esi Eggleston Bracey Chief Growth and Marketing Officer accepted the award with CEO Hein Schumacher Pictured with Simon Cook CEO LionsClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

How Unilever’s Audacity of Focus Catapults It to Top Creative Marketer

Author

Publish date

Channel

Raquelle Zuzarte

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

How Unilever’s Audacity of Focus Catapults It to Top Creative Marketer

Enjoying This Commentary? There's More to Love

Raquelle Zuzarte

TAGS:

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

The payment was successful

Cookies