Unilever's strategic use of streaming video

Geoffrey Precourt

"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".

As a member of a "Where Culture and Content Collide: Are Brands Ready to Embrace the Full Potential of Online Video and Stay Culturally Relevant?" panel, Candelino represented the interests (and expertise) of one of the world's most successful digitally-driven house of brands.