Unilever's strategic use of streaming video

This event report outlines how Unilever has used digital video as a tool to champion its portfolio of haircare brands.

Unilever's strategic use of streaming video

Geoffrey PrecourtWarc

"The philosophy for a traditional advertiser is to start a lot of fires and put gasoline on them," Rob Candelino, Unilever's VP/Marketing – Haircare, told the 4A's (American Association of Advertising Agencies) annual Transformation Conference.

While flame creation is an integral part of the marketing mandate, the popular embrace of streaming content over the last decade has taken that element of gasoline and relabeled it as "viral video".

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