Unilever's new strategy is based on " inviting consumers to send in their selfies and product related photos to instagram and Facebook and syndicating that content for use by retail websites .Unilever is the first consumer brand to tap into " user generated " strategy and as a visual tool to help brands stand out from the clutter
Unilever’s Simple Skincare brand is using a new service from photo management vendor "Olapic" to pass on photos shoppers send it from social media to retailers selling the brand’s products. This helps retail outlets to understand consumer behavior, and understand whats influencing certain skincare brands to sell more
According to Unilever's North American eCommerce head Doug Straton "Consumers trust current users of a product more than something a brand may put forward through traditional assets,”. By sharing the content with four sites—Ulta.com, RiteAid,com, CVS.com and HarmonDiscount.com—more consumers are exposed to that content.
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