Unilever, the major fast moving consumer goods (FMCG) company responsible for dozens of household brands around the world, announced this week that it would be rethinking major aspects of its marketing strategies in an effort to combat misinformation and fake news. The company also plans to invest in new means of marketing and brand awareness to accommodate rapidly growing changes in media consumption. Unilever has announced a new strategy that will help them cross-measure and compare campaign impact across a number of platforms.
Combating Fake News
The announcement that Unilever is changing its marketing strategy follows a promise to commit to a new thing called Responsibility Framework. This was the company’s way of pledging to combat the spread of misinformation and fake news by rethinking which companies it advertises with. This goes with Unilever’s announcement last year that the company would aid in forming responsible content across media platforms. “Under the commitment to Responsible Infrastructure, over the past year Unilever has made significant steps towards building a model that offers brands real transparency of media performance, assessing unduplicated reach and impact across publishers, platforms and screens in a privacy-safe way,” said the company in a blog post recently. Unilever aims to implement these new strategies in online content.
Since Unilever obtained a new CEO at the start of the year, the company is making changes to its marketing staff. Each individual brand will now be focused on content versus advertising. Marketers will focus on creating personalized ads for individual demographics on digital media platforms. In an age when FMCG brands like Dove are competing against smaller, well-branded companies in the beauty niche, it will be hard to stack up in the millennial market.
Unilever’s profit fell short of analysts expectations in the third and fourth quarters of last year. The company reports that home care goods and personal care products saw a good return in the latter half of the year, while food and beverage was barely saved due to strong sales with the company’s ice cream products. The new cross-measurement strategy will see a greater ability to monitor direct sales based on marketing reach. In the same blog post from the company, Unilever wrote “Unilever is leading an effort to develop a model that will combine existing industry measurement tools into a best-in-class system that measures a campaign audience, audience reaction, campaign impact and sustained impact over the short, medium and long-term.”
2019 may be the year that Unilever oversees a complete change in its strategy. What that means for the consumer is that you may see less advertisements for Dove on your TV and more in your timeline. The company previously re-invested nearly 35% of its income back into marketing. The new initiative will focus on cutting that cost and transferring it from advertising into paying a digital marketing staff.