Unilever is the Adage Digital Marketer of the year(2007). You can read the article here...Post-its for personal archives...
-None of Unilever's campaigns was purely a digital campaign. Each was woven inextricably with other media and marketing tactics, such as TV spots, PR, content integration and shopper marketing.
- Digital is today a critical part of the storytelling for our brands - says Rob Master, the North American Media Director.
- The key to the digital efforts is what Rob calls "superdistribution," the idea of getting web programs, most often video, picked up by other media - most often for free.
- Reverse Repurposing : We used to repurpose things from television for the internet. Now the ideas we have are so rich and creative ... we're able to feed that into all these other channels from digital.
- A 30-second ad is a story we pull together for consumers on TV. Digital is an extension of that storytelling in typically longer format. And the richness of the stories we can tell is a very important part of the strategy!
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