Soap operas 2.0: Unilever tries to reach women using digital branded content

Last month, the FMCG giant attended Cannes-based media and content event MIPTV to search for ways to engage women through branded content. One idea it came away with was its ME+ project for its Dove brand, which aims to help women feel better about ageing.

The project is being developed with long-time agency Ogilvy. It will use interactive technology that lets customers see changes to their skin caused by aging. The multimedia initiative may also include an online series.

A similar project will be launched for the company's Omo brand, known as Persil in the UK. Omo global vice president Aline Santos said: ‘I am convinced that branded content and digital needs to play a more important role in our advertising strategy. Omo's ‘Dirt is Good' strapline has universal resonance and offers infinite possibilities for developing interactive advertising.'

Unilever global communications planning director Babs Rangaiah said that historically, TV advertising has been the company's most powerful communications tool. ‘But now we are sourcing innovation from places we haven't tapped into before,' he said.

Unilever has already introduced branded content in the US. The company produced the online comedy series ‘In the Motherhood' for its Suave shampoo brand. The branded content is currently being turned into a TV series by TV network ABC, which is expected to launch in America later this year.

The company has also used branded content in Vietnam and China to promote its Clear dandruff shampoo and Dove brands respectively. In Vietnam, Unilever teamed up with TV show Vietnam Idol by introducing branded forums during the programme.

Unilever isn't the only FMCG company using branded content on the web to promote its products. In March, Johnson & Johnson launched its first multi-market branded content campaign for its Clean and Clear skincare brand. The project centred on a teen soap, featuring two best friends, Celia and Chloe. It consisted of 10, three-minute video diary ‘webisodes'.

Rangaiah said that while TV remains important to Unilever's media mix, dramatic changes in the business and advertising worlds have suggested that traditional commercial messages alone will no longer succeed. ‘We will be using more and more engaging branded content to create messages about our brands that consumers will find hard to avoid.'

‘Entertainment is an important field for us as it is engaging,' he added. Previously, our branded content has taken the format of movies, and TV and digital series. In the future we will introduce branded content though gaming and movies.'